ANALYSIS OF THE EFFECT OF VISUAL MERCHANDISING AND SALES PROMOTION ON CONSUMER IMPULSE BUYING AT SUN PLAZA MALL MEDAN

Abstract

This study aims to analyze the effect of visual merchandising and sales promotion on consumer impulse buying at Sun Plaza Mall Medan. The phenomenon of impulse buying is an unplanned purchasing behavior that is strongly influenced by shopping environment stimuli. Visual merchandising, as a product display strategy, and sales promotion, as an attraction through offers, are important factors in triggering impulse buying behavior. The research method uses a quantitative approach with purposive sampling technique involving 120 consumer respondents at Sun Plaza Mall Medan. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the help of SPSS 26. The results show that visual merchandising has a positive and significant effect on impulse buying, with a coefficient value of 0.425 (p < 0.05). Sales promotion also has a positive and significant effect on impulse buying, with a coefficient of 0.387 (p < 0.05). Simultaneously, these two variables influence impulse buying by 62.8% (R² = 0.628). This study provides practical implications for retail management to optimize visual merchandising and sales promotion strategies in increasing impulse purchases.