Analyzing the Effect of Store Atmosphere, Visual Merchandising, and Product Assortment on Impulsive Purchasing: The Mediating Role of Shopping Enjoyment.
DOI:
https://doi.org/10.5281/Keywords:
Store Atmosphere, Visual Merchandising, Product Assortment, Shopping Enjoyment, Impulsive BuyingAbstract
This study aims to analyze the effect of store atmosphere, visual merchandising, and product assortment on impulsive purchases with shopping enjoyment as an intervening variable. The study was conducted on 96 Amora Pekanbaru customers selected through purposive sampling technique. Data were collected using a questionnaire and analyzed using the Structural Equation Modeling (SEM) method using SmartPLS 4. The results showed that visual merchandising and product assortment had a significant effect on shopping enjoyment, while store atmosphere had no effect. In terms of impulsive purchases, only product assortment and shopping enjoyment were proven to have a significant effect, both directly and through mediation. In contrast, store atmosphere and visual merchandising had no direct or indirect effect on impulsive purchases. These findings confirm that product diversity and a pleasant shopping experience are key factors in driving consumer impulsive buying behavior.
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