Pengaruh Dimensi Visual Merchandising dan Product Assortment Terhadap Impulse Buying (Studi Pada Customer Ritel Family 6 Kebumen)

This study aims to analyze the effect of visual merchandising dimensions such as window display, in store form, floor merchandising, promotional signage, and product assortment on impulse buying at Family 6 Kebumen retail customers
This type of research uses a quantitative approach with a purposive sampling method. Data collection used a questionnaire with a Likert scale and a sample size of 150 respondents. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression analysis test, t test, f test, and coefficient of determination using SPSS 30.0 for windows. The results of this research show that window display has no effect on impulse buying, in store form has an effect on impulse buying, floor merchandising has an effect on impulse buying, promotional signage has an effect on impulse buying, and product assortment has no effect on impulse buyin. Window display, in store form, floor merchandising, promotional signage, and product assortment simultaneously influences on impulse buying at Family 6 Kebumen retail customers.
Keywords: Window Display, In Store Form, Floor Merchandising, Promotional Signage, Product Assortment, and Impulse Buying