PENGARUH KELENGKAPAN PRODUK DAN VISUAL MERCHANDISING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PO. RESTU MEKAR KABUPATEN SUKABUMI
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Mutiar, Mitha Tri
Subject
HB Economic Theory
Datestamp
2020-03-03 03:48:51
Abstract :
The research was aimed at analyzing the influence of Product Completeness and Visual Merchandising toward Customer Buying Decision. The research methods applied were descriptive and associative. The techniques of collecting data applied were observation, interview, questionnaire, documentation, and literature review. The techniques of analyzing data were commenced from preparing data, tabulating data, to test phase by means of multiple correlation coefficient, determination coefficient, multiple linear regression and simultaneous hypothesis test (F test). Based on the result of the research, the determination coefficient test observed from the value (R2) is amounted to 0.8836 meaning that the influenced of Product Completeness and Visual Merchandising toward Customer Buying Decision is aggregated to 88.36%, while the remaining 11.64% is influenced by other factor excluded from the research. Thus, based an mmultiple correlation coefficient observed from R value amounted to 0.940 shows that there is strong relation between Product Completeness (X1) and Visual Merchandising (X2) toward Customer Buying Decision (Y). According to the result of calculation of F test, it shows the F count > F table namely 328.785 > so that H0 is rejected and Ha is accepted. It means that Product Completeness (X1) and Visual Merchandising (X2) significantly influence Customer Buying Decision (Y) altogether.
The research was aimed at analyzing the influence of Product Completeness and Visual Merchandising toward Customer Buying Decision. The research methods applied were descriptive and associative. The techniques of collecting data applied were observation, interview, questionnaire, documentation, and literature review. The techniques of analyzing data were commenced from preparing data, tabulating data, to test phase by means of multiple correlation coefficient, determination coefficient, multiple linear regression and simultaneous hypothesis test (F test). Based on the result of the research, the determination coefficient test observed from the value (R2) is amounted to 0.8836 meaning that the influenced of Product Completeness and Visual Merchandising toward Customer Buying Decision is aggregated to 88.36%, while the remaining 11.64% is influenced by other factor excluded from the research. Thus, based an mmultiple correlation coefficient observed from R value amounted to 0.940 shows that there is strong relation between Product Completeness (X1) and Visual Merchandising (X2) toward Customer Buying Decision (Y). According to the result of calculation of F test, it shows the F count > F table namely 328.785 > so that H0 is rejected and Ha is accepted. It means that Product Completeness (X1) and Visual Merchandising (X2) significantly influence Customer Buying Decision (Y) altogether.
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