Peranan Store Atmosphere, In Store Promotion dan Visual Merchandise Terhadap Positive Emotion dan Impulse Buying
DOI:
https://doi.org/10.59141/jiss.v2i11.462Keywords:
store atmosphere;, in store promotion;, visual merchandising;, positive emotion;, impulse buying.Abstract
Di tengah melambatnya pertumbuhan ekonomi Indonesia saat ini,
bisnis ritel farmasi mengalami pertumbuhan yang cukup signifikan.
Tujuan penelitian ini adalah untuk menginvestigasi pengaruh store
atmosphere, in store promotion, dan visual merchandising terhadap
positive emotion dan impulse buying. Penelitian ini dilaksanakan di
Apotek Kimia Farma Unit Bisnis Banjarmasin. Data dikumpulkan
melalui observasi dan wawancara dengan menggunakan kuisioner.
Responden yang diambil sebanyak 250 tersebar di Kota Banjarmasin,
kota Banjarbaru, kabupaten Pelaihari dan kabupaten Kandangan,
Provinsi Kalimantan Selatan. SEM dengan Amos digunakan dalam
penelitian ini. Hasil penelitian menunjukkan store atmosphere, in store
promotion, dan visual merchandising berpengaruh signifikan terhadap
positive emotion dan impulse buying. Indikasinya adalah store
atmosphere, in store promotion, dan visual merchandising berperan
dalam meningkatkan emosi positif dan pembelian impulsif. Penelitian
ini menyarankan suatu strategi yang dapat dilakukan untuk
meningkatkan pembelian secara impulsif, adalah menyediakan contoh
produk untuk mineral, suplemen yang dapat dicoba, promosi melalui
kupon belanja, memberikan member card dan discount,
mengembangkan aplikasi berbasis online, program promosi dengan
hadiah yang menarik, promosi melalui media sosial dengan
menampilkan video testimoni dari pelanggan yang sudah membeli, dan
pelatihan karyawan.
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