PENGARUH PRICE DISCOUNT, VISUAL MERCHANDISING, DAN PRODUCT QUALITY TERHADAP IMPULSE BUYING PADA LIVE STREAMING SHOPEE JINISO

Pinkan Laurensia, . (2024) PENGARUH PRICE DISCOUNT, VISUAL MERCHANDISING, DAN PRODUCT QUALITY TERHADAP IMPULSE BUYING PADA LIVE STREAMING SHOPEE JINISO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the influence of price discounts, visual merchandising, and product quality on impulse buying among JINISO consumers. A quantitative approach was employed by distributing questionnaires to 120 respondents. The sampling method used was purposive sampling, targeting respondents who had purchased JINISO products through Shopee Live. The questionnaire instrument was developed using a Likert scale to measure the research variables. Data were analyzed using multiple linear regression methods with the assistance of Smart PLS 4.0 software. The results of the study indicate that price discounts and visual merchandising have a positive and significant effect on impulse buying, while product quality does not have a significant effect. These findings highlight the importance of discount strategies and visual merchandising in driving impulse buying. This research provides valuable insights for local brands in developing digital marketing strategies based on live streaming to compete in Indonesia's fashion market.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111120] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Bernadin Dwi] [Penguji 2: Pusporini]
Uncontrolled Keywords: Marketing, Price Discount, Visual Merchandising, Product Quality, Impulse Buying
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: PINKAN LAURENSIA
Date Deposited: 11 Feb 2025 10:30
Last Modified: 11 Feb 2025 10:30
URI: http://repository.upnvj.ac.id/id/eprint/34490

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