INTENTION TO BUY AMBON CITY COMMUNITIES: CHOICE OF E-COMMERCE PLATFORMS AND DETERMINING FACTORS
Keywords:
Merchandising Visual, Product Variety, Promotion Buying InterestAbstract
The purpose of this study was to examine the effect of visual merchandising and product variety on buying interest in the Tokopedia.com e-commerce fashion sector. This study uses a quantitative descriptive methodology. The population used is consumers from Tokopedia.com. In this study, 115 respondents were sampled using a questionnaire as a tool for collecting data. Purposive sampling technique and non-probability sampling technique were used for sampling. Multiple linear regression is a data analysis technique and SPSS version 25 analysis tool used in this study. Based on the results of multiple regression analysis, the visual merchandising variable (X1) has a significant and positive effect on the purchase intention variable (Y). This is evidenced by the results of multiple linear regression testing which was obtained at 0.974. Furthermore, the product variation variable (X2) has a positive and significant influence on Purchase Intention (Y). This is proven by the results of multiple linear regression testing of 0.395. While the promotion variable (X3) has a positive and significant influence on the Purchase Interest variable (Y) as evidenced by the sig value (0.006) and is less than 0.05. Visual merchandising variables have a greater influence on purchase intention, product variety variables have an influence on purchase intention, and promotion variables have an influence on purchase intention.
Downloads
References
Arifah, K. (2017). Pengaruh Visual Merchandising Terhadap Impulse Buying Behavior Pada Mall Solo Paragon (Doctoral Dissertation, IAIN Surakarta).
Asosiasi Digital Marketing Indonesia. (2020). 10 Kategori Produk Terlaris Shopee _ Asosiasi Digital Marketing. Digimind, pp. 8–11. Retrieved from https://digimind.id/10-kategori-produk-terlaris-shopee/
Bhalla, S. & Anuraag, S. (2010). Visual merchandising. New Delhi: McGraw Hill.
Binus. (2019). Perilaku Belanja Online Di Indonesia| Binus Iniversity Bandung - Kampus Teknologi Kreatif. Retrieved from https://binus.ac.id/bandung/2019/08/perilaku-belanja-online-di-indonesia/
Dahan, E., & Srinivasan, V. (2000). The predictive power of internet-based product concept testing using visual depiction and animation. Journal of Product Innovation Management., 17(2), 99−.
Dessyana, C. J. (2013). Store Atmosphere Pengaruhnya Terhadap Keputusan Pembelian Konsumen Di Texas Chicken Multimart II Manado. Jurnal EMBA., Vol.1.
Engels, J. dan R. B. (1995). Perilaku Konsumen, Edisi Keenam, Jilid 1. Jakarta: Binarupa Aksara.
Ghozali. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS. In Semarang: Badan Penerbit Universitas Diponegoro.
Gudonavičienė, and A. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences 213, 635 – 640.
Hair, J.F., Jr., R.E. Anderson, R.L., T. & W. C. B. (1998). Multivariate Data Analysis, Englewood Cliffs, NJ: Prentice Hall.
Hardiyanti, M. (2012). “Kepercayaan Pada Penjual dan Persepsi Akan Risiko Pada Keputusan Pembelian Melalui Internet (Online)”, Fakultas Ilmu Sosial dan Humaniora, Universitas Islam Negeri Sunan Kalijaga, Yogyakarta.
Jain, V., Sharma, A., Narwal, P. (2012). Impact of visual merchandising on consumer behavior towards women’s apparel. International Journal of Research in Management, 5(2).
Journal, D., & Social, O. F. (2018). Pengaruh Promosi Kreatif Dan Variasi Produk Terhadap Keputusan Pembelian Pada Konsumen E-Commerce Zalora.Co.Id (Studi Kasus Pada Konsumen Di Kota Jakarta). Jurnal Ilmu Administrasi Bisnis, 7(5), 1–8.
Kementrian Komunikasi dan Informatika. (2019). Penggunaan Internet di Indonesia – Ditjen Aptika. Retrieved from https://aptika.kominfo.go.id/2019/08/penggunaan-internet-di-indonesia/
Khakimdjanova, L., & Park, J. H. (2005). Online visual mer- chandising practice of apparel e-merchants. Journal of Retailing and Consumer Services, 12(5),12(5), 307−318.
Kotler, P., & Keller, K, L. (2009). Manajemen Pemasaran. Jilid 1. Edisi Ketiga belas. Penerbit Erlangga. Jakarta.
Kotler, Philip dan Keller, K. L. (2009). Manajemen Pemasaran, Jilid 2. Penerbit Erlangga, 72.
Kotler, P. & G. A. (2008). Prinsip-Prinsip Pemasaran. Edisi ke-12. Alihbahasa: BobSabran. Jakarta: Erlangga.
Kotler, P. and G. A. (2012). Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta : Erlangga.
Muthiah, I., A.S Parawansa, D., & Razak, M. (2018). Pengaruh Visual Merchandising , Display Product , Dan Store Atmosphere Terhadap Perilaku Impulse Buying ( Studi Kasus : Konsumen Matahari Department Store Di Kota Makassar ) the Effect of Visual Merchandising , Product Display Dan Store Atmosphere on Impu. Hasanuddin Journal of Applied Business and Entrepreneurship, Vol. 1 No.(March), 88–103.
Nur Farida, S. S. (2017). Pengaruh Variasi Produk Terhadap Keputusan Pembelian Sambal Indofood Di Supermarket Sarikat Jaya Gresik. Jurnal Fakultas Ekonomi, Vol 06,.
Nurmalasari, A. (2015). Analisis Pengaruh Creative Promotion, Visual Merchandising Dan Harga Pada Keputusan Pembelian Produk Ritel Fashion (Studi Kasus pada Konsumen PT. Mitra Adi Perkasa).
Nurrahman, I. (2016). Pengaruh Variasi Produk Terhadap Keputusan Pembelian. Journal of Business Management Education (JBME), 1(1), 56–65. https://doi.org/10.17509/jbme.v1i1.2278
Pancaningrum, E. (2017). Visual Merhandise Dan Atmosfer Toko Pengaruhnya Terhadap Keputusan Pembelian Implus. JIEP-Vol.(ISSN (P) 1412-2200 E-ISSN 2548-1851).
Sina, Ahmad Saquib and Wu, Juanjuan, L. (2018). The Effect of Online Visual Merchandising Cues on Consumers’ Flow Experience, Satisfaction, and Approach/Avoidance Behavior. (2018). International Textile and Apparel Association (ITAA) Annual Conference Proceedings, 26.
Sopiyan, P. (2019). Pengaruh Strategi Harga Dan Visual Merchandising Terhadap Keputusan Pembelian Online. Jurnal Inspirasi Bisnis Dan Manajemen, vol 3, (2).
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2016). Metode Penelitian Kuantitatif dan Kualitatif. Bandung: PT Alfabet.
Tjiptono, Fandy, Gregorius Candra, D. A. (2008). Pemasaran Strategik. Yogyakarta: Andi Offset.
Tjiptono, F. (2008). Strategi Pemasaran. (Edisi 3). Yogyakarta:ANDI.
Tjiptono, F. (2012). Strategi Pemasaran. Yogyakarta.
Tokopedia. (2018). Tentang Tokopedia: Ketahui Lebih Banyak Tentang Kami. Retrieved from https://www.tokopedia.com/about/
Top Brand Index Beserta Kategori Lengkap | Top Brand Award. n.d. (2020). Retrieved from
