The Effect of Brand Image, Store Atmosphere, and Visual Merchandising on Purchase Decision in Miniso Plaza Medan Fair

Characteristics of Miniso that relate to aesthetic trend in society and Miniso
succeed to affect purchase decision of customers. The purpose of this research is to find
the effect of Brand Image, Store Atmosphere and Visual Merchandising on Purchase
Decision in Miniso Plaza Medan Fair. The population in this research is entire
customers of Miniso Plaza Medan Fair in 2020 with the amount of samples are 100
respondents. Method of data collection is using the questionnaires. Based on partial test
obtained the result that brand image, store atmosphere, and visual merchandising
severally have positive and significant effect on purchase decision. Beside that
simultaneous test obtained that brand image, store atmosphere, and visual
merchandising simultaneously have positive and significant effect on purchase decision.
The result of coefficient determination test is that R square value is 0,84 which means
brand image, store atmosphere, and visual merchandising contribute the effect on
purchase decision by 84% and the rest is affected by other factors that not included in
this research. The conclusion is there are a positive and significant affect among brand
image, store atmosphere, and visual merchandising on purchase decision in Miniso
Plaza Medan Fair.