Pengaruh Price Discount, Hedonic Shopping Motivation, dan Visual Merchandising Terhadap Impulse Buying pada Customer Produk Skincare dan Makeup Family Enam Kebumen

This study aims to examine the effect of Price Discount, Hedonic Shopping Motivation, and Visual Merchandising on Impulse Buying among customers of skincare and makeup products at Family Enam Kebumen. Data were collected through the distribution of Likert-scale questionnaires to 100 respondents selected using the purposive sampling method. The data were analyzed using descriptive and statistical analysis, including multiple linear regression analysis, validity test, reliability test, classical assumption test, t-test, F-test, and coefficient of determination test with the assistance of SPSS software. The results of the hypothesis testing indicate that Price Discount has a significant effect on Impulse Buying, Hedonic Shopping Motivation has a significant effect on Impulse Buying, Visual Merchandising has a significant effect on Impulse Buying, and Price Discount, Hedonic Shopping Motivation, and Visual Merchandising simultaneously have a significant effect on Impulse Buying among customers of skincare and makeup products at Family Enam Kebumen. The findings also show that these three variables are able to increase consumers' tendency to make spontaneous purchases. The coefficient of determination (Adjusted R Square) shows that the Impulse Buying variable has a value of 0.544, indicating that 54,4% of the variation in Impulse Buying can be explained by Price Discount, Hedonic Shopping Motivation, and Visual Merchandising, while the remaining 45,6% is explained by other variables not examined in this study.
Keywords: Price Discount, Hedonic Shopping Motivation, Visual Merchandising, and Impulse Buying.