Analysis of the Effect of Product Display on Purchase Decisions in Micro, Small and Medium Enterprises Donat Madu in Bandung, Indonesia
Abstract
The purpose of this study was to determine the effect of product display on consumer purchasing decisions of Donat Madu in Bandung and find out how big the influence is. This study uses a quantitative descriptive method, with data collection through the distribution of questionnaires using google form to respondents. The number of respondents is 100 people, with the characteristics of the respondents that have bought Donat Madu products in the city of Bandung. Data processing was carried out using normality test and simple linear regression analysis. The results showed that product display had a positive effect of 31.8% on consumer purchasing decisions of Donat Madu in Bandung. This value is known from the value of R Square (coefficient of determination) in the table of simple linear regression analysis results. From the results of simple regression analysis as well, the correlation coefficient which can be seen from table R is 0.564 and this value is included in the strong category.
References
Afrianti, N. (2021). Pengaruh Display Produk terhadap Keputusan Pembelian Konsumen di Tevina Mart Ukui 1 Ditinjau Menurut Ekonomi Syariah. Repository Universitas Islam Negeri Sultan Syarif Khasim, 1-105. https://repository.uin-suska.ac.id/33364/2/SKRIPSI%20GABUNGAN%20BARU.pdf
Chaniago, Harmon. (2021a). Manajemen Ritel & Implementasinya. Bandung: Edukasi Riset Digital PT
Chaniago, Harmon (2021b). Understanding purchase motives to increase revenue growth: A study of nanostores in Indonesia. Innovative Marketing , 17(4), 1-12. doi:10.21511/im.17(4).2021.01
Fatwa, Nissa Sayyidah and Chaniago, Harmon (2022). Digital Atmosphere dan Loyalitas Konsumen: Bukti dari Kota Santri. Jurnal Akuntansi Ekonomi dan Manajemen Bisnis. Vol 10(2), 2022, page 121-133.
Faroji, R., & Rifuddin, B. (2021). Pengaruh Display Produk terhadap Keputusan Pembelian pada Pt. Bina Agramulya di Cimone. Jurnal Tadbir Peradaban, 1(1); 42-47. https://journal-stiehidayatullah.ac.id/index.php/tadbir/article/download/9/8/13
Kirana, D. C. (2018). Eksibisi dan Display Desain. Modul Perkuliahan Universitas Pembangunan Jaya, 1-16. https://ocw.upj.ac.id/files/Textbook-PRD-510-2018-Modul-Perkuliahan-Eksibisi-dan-Display-Desain.pdf
Perawati, G. N. (2022). Analisis Pengaruh Keragaman Produk Terhadap Keputusan Pembelian Konsumen Toserba Borma Kota Bandung, Indonesia. International Journal Administration, Business and Organization, 3(1); 19-28.https://ijabo.a3i.or.id/index.php/ijabo/article/view/192/58
Pramudya, H. D. (2022). Analisis Aplikasi Model Assael dalam Keputusan Pembelian Produk Fast Food di Kota Surakarta. E-prints Universitas Muhammadiyah Surakarta, 1-20. http://eprints.ums.ac.id/97886/3/Publikasi%20ilmiah.pdf
Ramadhany, A. P., & Nopebrianti, N. (2022). Pengaruh Promosi Terhadap Keputusan Pembelian Konsumen GrabFood (Studi di Kota Tasikmalaya). International Journal Administration, Business and Organization, 3(1); 7-18. https://ijabo.a3i.or.id/index.php/ijabo/article/view/191/57
Sartika, F., & Abdillah, L. (2020). Indentifikasi Segmentasi Demografi, Psikografis dan Dampaknya pada Keputusan Pembelian. International Journal Administration, Business and Organization, 1(1); 49-55. https://ijabo.a3i.or.id/index.php/ijabo/article/view/24/8
Suprayogi, A., Najibullah, Sewaka, Sulastri, & Ruknan. (2022). Pengaruh Display Produk terhadap Keputusan Pembelian Produk Alfamart Cabang Pondok Jagung Tangerang Selatan. Jurnal Tadbir Peradaban, 2(1); 58-66. https://journal-stiehidayatullah.ac.id/index.php/tadbir/article/download/104/91
Vazira, N. (2020). Pengaruh Display dan Kualitas Produk terhadap Keputusan Pembelian pada Toko Bata di Mtc Giant Panam. Repository Universitas Islam Negeri Sultan Syarif Khasim, 1-94. https://repository.uin-suska.ac.id/27240/1/GABUNGAN%201.pdf
Copyright (c) 2023 Restu Shofina Hassa
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
