Analisis Display Produk Dalam Mempengaruhi Minat Beli
Survey pada Konsumen Toko Golden Kota Banjar
Abstract
The aim of this research is to determine and analyze the influence of product displays at the golden shop in Banjar City. The research method used is a survey method with a quantitative approach. The informants in this study were 50 people. The data analysis technique was carried out by testing validity and reliability, as well as using simple linear regression analysis. Based on the research results, it is known that: 1) The product displays applied at the Golden Shop in Banjar City are good, attractive, neatly arranged, making it easier for consumers to choose and search for the products they want. 2) The percentage of consumer purchase interest statements in the fair category is 88% with a frequency value of 44, varying from good to poor. 3) For an R² value of 0.159201, this shows that 15.92% of the Purchase Interest variable is influenced by the Product Display variable, the remaining 84.08% is influenced by other factors. The results of the hypothesis test show that there is an influence of product display on purchasing interest. Regression analysis using SPSS processing shows that the regression coefficient of the product display variable on the consumer buying interest variable is 0.295 with a constant of 14.158 and a significance score of 0.004 which is smaller than the score α = 0.05. This means that the product display arrangement has a positive and significant influence on purchasing interest.
References
Agusty Tae Ferdinand. (2006). Metode Penelitian Manajemen, Edisi II. Badan Penerbit Universitas Dipenogoro, Semarang.
Helmi, Sukri MHD. (2015). Faktor-Faktor yang mempengaruhi Minat Beli Konsumen pada CV. Master Pasir Pengaraian Kabupaten Rokan Hulu. Pasir Pengarain : Universitas Pasir Pangarain.
I’sana, Allan Dwi & Nugraheni, Rini. (2013). Analisis Pengaruh Display Produk,bPromosi Below The Line, dan Emosi Positif Terhadap Keputusan Pembelian Impulsif pada Sri Ratu Departement Store. Diponegoro Journal Management Vol. 2, No. 2, Halaman 58-65, dalam Universitas Diponegoro.
Julianti, Ni Luh dkk. (2014). Pengaruh Suasana Toko (Store Atmosphere) terhadap Minat Beli Konsumen pada Toserba Nusa Permai di Kecamatan Nusa Penida. Jurnal Vol. 14, No. 1, dalam Universitas Pendidikan Ganesha.
Kurniawan, Arief Rakhman. (2018). “Dasar-dasar Marketing”. Yogyakarta: QUADRAN.
Maulana, Y. S., & Alisha, A. (2020). Inovasi Produk dan Pengaruhnya Terhadap Minat Beli Konsumen (Studi Kasus pada Restoran Ichi Bento Cabang Kota Banjar). Inovbiz: Jurnal Inovasi Bisnis, 8(1), 86. https://doi.org/10.35314/inovbiz.v8i1.1313
Nastiti. (2014). Faktor-Faktor yang Mempengaruhi Minat Beli Ulang Produk serta Dampaknya terhadap Loyalitas Pelanggan (Studi Kasus pada Produk Sakatonik Liver di Kota Semarang). Semarang Volume 4, Nomor 2, Juli, Tahun 2007, Halaman 20.
Ni’mah, Nauli Iksyafin. (2016). Pengaruh Penataan Produk terhadap Keputusan Konsumen dalam Pembelian Produk pada Siswa Paket Keahlian Pemasaran Di Smekar Mart SMK N 1 Dukuhturi Kabupaten Tegal. Tegal : Universitas Pancasakti Tegal.
Nugroho, Setiadi J. (2013). Perilaku Konsumen Edisi Revisi. Jakarta : PT. Kharisma Putra Utama.
Nuryati. (2014). Pengaruh Kualitas Pelayanan terhadap Kepuasan dan Minat Beli Konsumen di Rumah Makan Boga-Boga Surakarta. Vol. 1 No.2ISSN 2337-5213 September 2014.
