PENGARUH STORE ATMOSPHERE, PRODUCT DISPLAY, DAN BRAND IMAGE TERHADAP IMPULSE BUYING BEHAVIOR PADA CUSTOMER OH! SOME STORE

Shania Meuthia Parayeel, . (2024) PENGARUH STORE ATMOSPHERE, PRODUCT DISPLAY, DAN BRAND IMAGE TERHADAP IMPULSE BUYING BEHAVIOR PADA CUSTOMER OH! SOME STORE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the impact of Store Atmosphere, Product Display, and Brand Image on the Impulse Buying Behavior of OH! SOME Store in South Jakarta. The research with quantitative methods uses descriptive analysis techniques to explain the characteristics of the sample and inferential analysis techniques with the help of SmartPLS analysis tools version 4.0. The population in the study was consumers of OH! SOME Store in South Jakarta, with a sample of 100 respondents selected by the non-probability sampling method. Google Forms was used in this study in distributing questionnaires to obtain data. The test results show that store atmosphere, product display, and brand image have a positive and significant effect on impulse purchases. This study provides an in-depth understanding of the factors that influence impulse buying behavior in the context of store atmosphere, product display, and brand image in OH! SOME Store. The results of the research can be used as a guide for OH! SOME Store and other retail stores to design more effective marketing strategies and focus on increasing impulse purchases.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111040] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Nobelson] [Penguji 2: Guntur Syahputra Saragih]
Uncontrolled Keywords: store atmosphere; product display; brand image; impulse buying behavior; OH!SOME.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: SHANIA MEUTHIA PARAYEEL
Date Deposited: 24 Feb 2025 02:44
Last Modified: 24 Feb 2025 02:44
URI: http://repository.upnvj.ac.id/id/eprint/34362

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