Hamidah, Syifa (2025) Pengaruh Display Product Terhadap Impulse Buying Pada Toko Busana Ivo International Fashion Marpoyan Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

In this study used two variables, namely Display product as an independent variable and Impulse buying as a dependent variable. This study aims to determine and analyze Display product on Impulse buying at the Ivo International fashion store Marpoyan Pekanbaru City. The type of research that the author uses is descriptive research type and quantitative research method using SPSS 25 software. The population and sample in this study were Consumers of the Ivo International fashion store Marpoyan Pekanbaru City. totaling 96 respondents. The research data was obtained from observations, questionnaires and interviews. The data analysis technique in this study used Validity Test, reliability test, Simple linear regression analysis, t-test, and coefficient of determination. The results showed that the Display product variable had an effect on the dependent variable, namely Impulse buying. The results of the determination coefficient of the R square value obtained 0.661 or 66.1% which means the influence of Display product on Impulse buying. of 66.1%. While the rest is influenced by other factors not examined in this study.

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