Pengaruh Visual Merchandising, Inovasi Produk, Dan Cashback Terhadap Minat Beli Konsumen(Studi Kasus Ikea Di Sentul Bogor)

Abstract

The development of the retail industry in Indonesia encourages companies to continuously innovate in their marketing strategies, including the implementation of visual merchandising, product innovation, and cashback programs to increase consumer purchase intention. This study aims to: (1) Determine the effect of visual merchandising on consumer purchase intention at IKEA Sentul Bogor, (2) Determine the effect of product innovation on consumer purchase intention at IKEA Sentul Bogor, (3) Determine the effect of cashback on consumer purchase intention at IKEA Sentul Bogor, and (4) Determine whether visual merchandising, product innovation, and cashback simultaneously influence consumer purchase intention at IKEA Sentul Bogor. This research uses a quantitative approach with purposive sampling method. A total of 140 respondents were involved. Data analysis was conducted using SPSS version 25 with multiple linear regression methods. Based on the test results, the following findings were obtained: (1) There is a positive and significant effect of visual merchandising on consumer purchase intention, (2) There is a positive and significant effect of product innovation on consumer purchase intention, (3) There is a positive and significant effect of cashback on consumer purchase intention, and (4) There is a positive and significant simultaneous effect of visual merchandising, product innovation, and cashback on consumer purchase intention at IKEA Sentul Bogor.