PENGARUH VISUAL MERCHANDISING DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN PADA TOKO KOSMETIK DI KECAMATAN JOHAN PAHLAWAN KABUPATEN ACEH BARAT

Abstrak

Tujuan penelitian ini  untuk mengetahui pengaruh visual merchandising dan store atmospehere terhadap minat beli konsumen pada toko kosmetik di Kecamatan Johan Pahlawan Kabupaten Aceh barat. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Populasi dalam penelitian ini adalah konsumen yang berbelanja di Toko Kosmetik yang berada di Kecamatan Johan Pahlawan Kabupaten Aceh Barat. Penentuan sampel menggunakan teknik convenience sampling dengan rumus cochran diperoleh sampel sebanyak 100 responden. Teknik Pengumpulan data primer melalui kuesioner yang diolah menggunakan sistem aplikasi SPSS versi 23. Metode analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji hipotesis, koefisien determinasi. Hasil uji linear berganda diperoleh positif antara visual merchandising (X1) dan store atmosphere (X2) terhadap minat beli konsumen (Y). Nilai koefisien determinasi  sebesar 53% terhadap minat beli konsumen dan sisanya 47% dipengaruhi faktor lain yang tidak diteliti. Uji t diperoleh nilai t hitung 4,612 > t tabel 1,984 atau nilai sig 0,000 < 0,05, terdapat pengaruh secara parsial antara visual merchandising terhadap minat beli konsumen. Diperoleh Uji T diperoleh nilai t hitung 4,274 > t tabel 1,984 atau nilai sig 0,000 < 0,05, terdapat pengaruh secara parsial antara store atmosphere terhadap minat beli konsumen. Hasil uji F diperoleh nilai f hitung 54,800 > t tabel 3,09 atau nilai sig 0,000 < 0,05, maka H3 diterima dan H0 ditolak, terdapat pengaruh secara simultan antara visual merchandising dan store atmosphere terhadap minat beli konsumen pada Toko Kosmetik di Kecamatan Johan Pahlawan Kabupaten Aceh Barat

The purpose of this study is to determine the effect of visual merchandising and store atmosphere on consumer purchasing interest in cosmetic stores in Johan Pahlawan District, West Aceh Regency. This study uses a quantitative descriptive approach. The population in this study are consumers who shop at cosmetic stores in Johan Pahlawan District, West Aceh Regency. The sample was determined using convenience sampling with the Cochran formula, resulting in a sample of 100 respondents. Primary data collection techniques were conducted through questionnaires processed using the SPSS version 23 application system. Data analysis methods used validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and determination coefficients. The results of the multiple linear test showed a positive relationship between visual merchandising (X1) and store atmosphere (X2) on consumer purchasing interest (Y). The coefficient of determination value was 53% for consumer purchasing interest, and the remaining 47% was influenced by other factors not examined. The t test obtained a t value of 4.612 > t table 1.984 or a sig value of 0.000 < 0.05, indicating a partial effect between visual merchandising and consumer purchasing interest. The t-test obtained a t-value of 4.274 > t-table 1.984 or a sig value of 0.000 < 0.05, indicating a partial influence between store atmosphere and consumer purchasing interest. The F test results obtained a calculated f value of 54.800 > t table 3.09 or a sig value of 0.000 < 0.05, so H3 is accepted and H0 is rejected. There is a simultaneous effect between visual merchandising and store atmosphere on consumer purchasing interest at cosmetic stores in Johan Pahlawan District, West Aceh Regency