PENGARUH BRAND IMAGE, STORE ATMOSPHERE, DAN VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN DI GERAI MINISO PLAZA MEDAN FAIR

GREA, EUNIKE AL (2021) PENGARUH BRAND IMAGE, STORE ATMOSPHERE, DAN VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN DI GERAI MINISO PLAZA MEDAN FAIR. Undergraduate thesis, Universitas Negeri Medan.

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Abstract

Karakteristik Miniso yang sesuai dengan tren Aesthetic di kalangan masyarakat dan Miniso berhasil mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, store atmosphere, dan visual merchandising terhadap keputusan pembelian di gerai Miniso Plaza Medan Fair. Populasi dalam penelitian ini merupakan seluruh konsumen gerai Miniso Plaza Medan Fair pada tahun 2020 dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan kuesioner. Berdasarkan uji parsial diperoleh hasil brand image, store atmosphere, dan visual merchandising masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan uji simultan memperoleh hasil brand image, store atmosphere, dan visual merchandising secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji koefisien determinasi diperoleh nilai R square 0,84 berarti brand image, store atmosphere, dan visual merchandising memberikan pengaruh terhadap keputusan pembelian sebesar 84% dan sisanya dipengaruhi oleh faktor lain yang tidak terdapat dalam penelitian ini. Kesimpulannya adalah terdapat pengaruh positif dan signifikan antara brand image, store atmosphere, dan visual merchandising terhadap keputusan pembelian di gerai Miniso Plaza Medan Fair.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorTeviana, T.nidn0030046505
Keywords: Brand Image, Store Atmosphere, Visual Merchandising, Keputusan Pembelian, dan Aesthetic.
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5437 Purchasing. Selling. Sales personnel. Sales executives
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Cut Lidya Mutia
Date Deposited: 08 Aug 2022 01:30
URI: http://digilib.unimed.ac.id/id/eprint/47225

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