Pengaruh Strategi Harga dan Visual Merchandising terhadap Keputusan Pembelian Online

Abstract

This study aims to find out how the influence of price strategies and visual merchandising on online purchasing decisions on students of the Faculty of Economics and Business, Majalengka University, both partially and simultaneously. This study uses survey methods with descriptive verification analysis techniques. The sample used was 90 students. The sampling technique uses simple random sampling technique. Data collection is done through a questionnaire with a Likert Scale. Testing the research instrument is by testing the validity and reliability test. Data analysis using classical assumption test, multiple regression analysis, coefficient of determination analysis, t test and F test. The results of this study indicate that pricing strategies, visual merchandising and online purchasing decisions are good. Partially the price strategy has a positive and significant effect on online and visual merchandising purchasing decisions and has a positive and significant effect on online purchasing decisions. Simultaneously, pricing strategies and visual merchandising have a significant effect on purchasing decisions online. Cognitive dissonance post-purchase an important variable for further research relating to the contribution of pricing strategies and visual merchandising.