Visual Merchandising and Personal Selling on IQOS Purchase Decisions at Supermal Karawaci
DOI:
https://doi.org/10.59890/ijist.v4i10.65Keywords:
Visual Merchandising, Personal Selling, Purchasing Decision, Retail Marketing; IQOSAbstract
This study examines the influence of Visual Merchandising and Personal Selling on purchasing decisions for IQOS products at the IQOS Booth in Supermal Karawaci. The study used a quantitative, associative-explanatory approach with a correlational design. Data were collected through a structured questionnaire from 84 respondents who had interacted with or viewed the IQOS booth for the first time, and the data were analyzed using SPSS. The results show that Visual Merchandising has a positive and significant effect on purchasing decisions, as indicated by a simple regression equation of Y = 1.515 + 0.974X1 and a t-value of 4.608 with a significance level of 0.037. Personal Selling also has a positive and significant effect, with Y = 0.167 + 1.001X2 and a t-value of 5.934 with a significance level below 0.001. Simultaneously, Visual Merchandising and Personal Selling significantly affect purchasing decisions, with a multiple regression equation of Y = 0.094 + 0.434X1 + 0.572X2, an F-value of 794.301, and a coefficient of determination reported in the thesis as 0.951. The findings indicate that booth presentation and direct salesperson interaction are associated with consumers' purchasing decisions at the IQOS Booth in Supermal Karawaci.
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