Pengaruh In-Store Display terhadap Impulse Buying pada Store Hammesrtout Kota Bandung

Abstract. The fashion industry is one of the rapidly growing sectors and contributes to the creative economy in Indonesia, especially in Bandung City which is known as the center of fashion trends. This study is based on the condition of the Hammerstout store as one of the distros that has faced sales fluctuations in the last 5 months. The focus of this study is on In-Store Display and Impulse Buying. This study aims to determine the effect of In-Store Display on Impulse Buying at the Hammerstout store in Bandung City. This study uses descriptive and verification research types using a quantitative approach. The sampling technique uses purposive sampling with a population of consumers who have shopped at the Hammerstout store. The research sample amounted to 150 respondents. Data analysis was carried out using descriptive and verification analysis through the SEM-PLS (Structural Equation Modeling-Partial Least Square) method with Outer Model and Inner Model testing. The results of this study indicate that partially In-Store Display has a positive and significant effect on Impulse Buying. This finding confirms that an effective In-Store Display strategy in stores plays an important role in encouraging spontaneous purchases. Abstrak. Industri fashion merupakan salah satu sektor yang berkembang pesat dan berkontribusi terhadap perekonomian kreatif di Indonesia, khususnya di Kota Bandung yang dikenal sebagai pusat trend fashion. Penelitian ini didasarkan pada kondisi toko Hammerstout sebagai salah satu distro yang menghadapi fluktuasi penjualan dalam 5 bulan terakhir, Fokus penelitian ini yaitu pada In-Store Display dan Impulse Buying. Penelitian ini bertujuan untuk mengetahui pengaruh In-Store Display terhadap Impulse Buying pada toko Hammerstout Kota Bandung. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling dengan populasi konsumen yang pernah berbelanja di toko Hammerstout. Sampel penelitian berjumlah 150 responden. Analisis data dilakukan menggunakan analisis deskriptif dan verifikatif melalui metode SEM-PLS (Structural Equation Modeling-Partial Least Square) dengan pengujian Outer Model dan Inner Model. Hasil penelitian ini menunjukkan bahwa secara parsial In-Store Display secara parsial berpengaruh positif dan signifikan terhadap Impulse Buying. Temuan ini menegaskan bahwa strategi In-Store Display pada toko yang efektif berperan penting dalam mendorong pembelian spontan.