A STIMULUS-RESPONSE PERSPECTIVE ON THE EFFECT OF STORE ATMOSPHERE AND VISUAL MERCHANDISING ON IMPULSE BUYING IN MINIMARKET RETAIL: EVIDENCE FROM CIREBON REGENCY
DOI:
https://doi.org/10.70248/jmie.v4i1.4619Abstract
This study aims to analyze the influence of Store Atmosphere and Visual Merchandising on Impulse Buying behavior among Alfamart consumers in Cirebon Regency, both partially and simultaneously, using the Stimulus-Response (S-R) theory as the analytical framework. A quantitative approach with an associative design was employed, involving a sample of 120 respondents selected through purposive sampling. Respondents were consumers who had purchased products at Alfamart in Cirebon Regency at least once during the specified three-month period and were at least 17 years old. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that Store Atmosphere has a positive and significant effect on Impulse Buying (t = 2.738; sig. = 0.007), and Visual Merchandising also has a positive and significant effect (t = 4.784; sig. = 0.000), with a stronger effect than Store Atmosphere. Simultaneously, both variables have a positive and significant effect on Impulse Buying (F = 66.532; sig. = 0.000), jointly explaining 52.4% of the variation in Impulse Buying. These findings imply that Alfamart management should optimize store atmosphere and visual product arrangement, particularly checkout-point displays, as an integrated strategy to encourage consumers' unplanned purchases
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