Pengaruh Display Produk terhadap Keputusan Pembelian (Studi pada Aroma Bakery and Cake Shop Karya Jaya)

Abstract

The decisions of purchasing are actions taken by consumers to purchase a product. Therefore, consumer purchasing decision making is a process of selecting one of several alternative problem solvings with real follow-up. One way to deal with this is the display. Display is the ability to see with the eyes that are depicted in the mind to form a picture of the phenomenon of beauty and image of the product of a store by the way of arrangement of goods. This study aims to determine how big the influenceof a product display has on purchasing decisions at Aroma Bakery and Cake Shop Karya Jaya. The form of research used is quantitative research with an associative approach. Samples were taken using the formula for the number of unknown populations with the results of as many as 96 respondents with the Accidental Sampling technique. Primary data were obtained directly from respondents' answers by using questionnaires distributed to consumers who had made purchases at Aroma, while secondary data was obtained through literature and documentation studies. The data analysis method used is validity test, reliability test, classical assumption test, simple linear regression analysis, hypothesis testing and coefficient of determination. The results of this study indicate that based on the partial test (t-test) it is known that the display variable (X) produces the t-count value of the display variable (X) is 9.332 and the t-table value (df = 96-2) is 1.6612, so that the t-count > t table (9.332> 1.6612) and Sig < 5% (0.000 < 0.05). Thus, the product display variable is positive and partially significant on purchasing decisions. Based on the coefficient of determination test (R2), product displays affect purchasing decisions by 48%. While the remaining 52% is influenced by other factors outside of this study. Seeing the magnitude of the influence of product displays which reached 48%, it shows that product displays are a factor in increasing purchasing decisions at Aroma Bakery and Cake Shop Karya Jaya.