PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSIVE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Studi Kasus Konsumen Candy Lady Pringsewu)

PRIYANDA, YULIANA (2026) PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSIVE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Studi Kasus Konsumen Candy Lady Pringsewu). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji bagaimana pengaruh Visual Merchandising dan Product Assortment terhadap Impulsive Buying dengan Positive Emotion sebagai variabel Mediasi pada konsumen Candy Lady Pringsewu. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik analisis Structural Equation Modeling Partial Least Square (SEM-PLS), teknik pengumpulan data melalui kuesioner dengan skala pengukuran yakni skala likert. Pengambilan sampel menggunakan metode non-probability sampling jumlah sampel sebanyak 96 responden. Temuan pada penelitian ini menunjukkan bahwa Visual Merchandising dan Product Assortment berpengaruh positif dan signifikan terhadap Impulsive Buying. Selain itu, Positive Emotion juga terbukti berpengaruh signifikan terhadap Impulsive Buying. Positive Emotion juga memediasi secara parsial hubungan antara Visual Merchandising dan Product Assortment terhadap Impulsive Buying. Artinya, meskipun Visual Merchandising dan Product Assortment memiliki pengaruh langsung, kehadiran Positive Emotion memperkuat niat konsumen untuk melakukan pembelian impulsif kembali. ABSTRACT This study aims to examine the influence of visual merchandising and product assortment on impulsive buying, with positive emotion as a mediating variable among Candy Lady Pringsewu consumers. This study employed a quantitative approach, using Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis techniques. Data collection was conducted through a questionnaire with a Likert scale. Sampling was conducted using a non-probability sampling method, with a sample size of 96 respondents. The findings indicate that visual merchandising and product assortment have a positive and significant effect on impulsive buying. Furthermore, positive emotion also significantly influences impulsive buying. Positive emotion also partially mediates the relationship between visual merchandising and product assortment on impulsive buying. This means that although visual merchandising and product assortment have a direct effect, the presence of positive emotion strengthens consumers' intention to make another impulsive purchase.

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