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Abstract

Tujuan dari penelitian ini adalah untuk menyelidiki pengaruh parsial dari keragaman produk dan visual merchandising terhadap impulsive buying dan dampaknya terhadap kepuasan pelanggan. Penelitian ini merupakan penelitian deskriptif kuantitatif, dengan sampel yang ditetapkan sebanyak 100 konsumen yang mengunjungi Miniso di Suzuya Mall Rantauprapat. Teknik pengumpulan data menggunakan Google Forms dengan skala Likert, bersama dengan teknik analisis data untuk pemecahan masalah, digunakan dengan aplikasi SmartPLS v.4.0. Hasil penelitian ini menunjukkan bahwa keragaman produk memiliki pengaruh yang signifikan terhadap impulsive buying, dan visual merchandising memiliki dampak yang signifikan terhadap kepuasan pelanggan. Sementara itu, visual merchandising memiliki pengaruh yang signifikan terhadap impulsive buying dan kepuasan pelanggan. Pada akhirnya, impulsive buying memiliki dampak yang mendalam pada kepuasan pelanggan.

Keywords

Keanekaragaman Produk Visual Merchandising Impulsive Buying Kepuasan Pelanggan

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Copyright (c) 2025 Dinda Annas Violyta

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Violyta, D. A. (2025). Analisis Pengaruh Keberagaman Produk dan Visual Merchandising terhadap Impulsive Buying sebagai Moderating Kepuasan Berbelanja Miniso Suzuya Mall Rantauprapat. Jurnal Bisnis Mahasiswa, 5(3), 1587–1594. https://doi.org/10.60036/jbm.624
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