Pengaruh Visual Merchandising, Store Atmosphere dan Keragaman Produk Terhadap Keputusan Pembelian Pada Store KKV di Galaxy Mall Surabaya. (The Influence of Visual Merchandising, Store Atmosphere and Product Diversity on Purchase Decisions at KKV Stores at Galaxy Mall Surabaya).

Mahendra, Yunisa Dwike (2024) Pengaruh Visual Merchandising, Store Atmosphere dan Keragaman Produk Terhadap Keputusan Pembelian Pada Store KKV di Galaxy Mall Surabaya. (The Influence of Visual Merchandising, Store Atmosphere and Product Diversity on Purchase Decisions at KKV Stores at Galaxy Mall Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of modern technology is a sign of the era of globalization which ultimately causes people's lives to become more practical, faster and economical. In the era of modernization, people tend to be happier if what they need is available and easy to get so that people can meet their living needs. People are becoming increasingly dependent on the retail industry as a result of people'slivesthat cannot be separated from the needs that must be met. Due to the increasing demand and rapid business expansion, a large number of retail companies have started to emerge in Indonesia. One of the retail businesses that takes advantage of this condition is KKV. KKV is a Chinese-owned retail company that sells various people's needs (such as skincare, food, drinks, accessories, pop toys, makeup) and by shopping in just one store, people have got what they need. Thisstudy was conducted with the aim of finding out and analyzing the Influence of Visual Merchandising, Store Atmosphere, and Product Diversity on Purchase Decisions at KKV Stores at Galaxy Mall Surabaya. This study uses a quantitativeapproach. The population used is all consumers who have made purchases at KKVGalaxy Mall Surabaya at least twice with a sample of 96 respondents. Data collection was carried out by distributing electronic questionnaires. The analysis method used is to use validity and reliability test research instruments to ensure itsreliability and validity. The analysis techniques carried out were using classicalassumption tests, multiple linear regression analysis, t-tests, F-tests, and Coefficient of Determination (R2) with the help of SPSS 25. The results of the study prove that simultaneously Visual Merchandising, Store Atmosphere, and Product Diversity have a positive and significant effect on Purchase Decisions atthe KKV Store on the Galaxy Mall Surabaya.

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