Pengaruh Merchandising Dan Fasilitas Terhadap Impulse Buying Di Minimarket Alfamart Sumampir Di Cilegon

Penelitian dilakukan dengan melihat fenomena masyarakat dalam pembelian tidak direncana khususnya pada minimarket Alfamart Sumampir di Cilegon dengan melihat responden sebagai pembeli terhadap merchandising dan kelengkapan fasilitas umum yang disediakam minimarket sebagai stimulus. Banyak faktor yang dapat mempengaruhi impulse buying diantaranya merchandising dan fasilitas. Metode penelitian menggunakan metode kuantitatif. Penelitian ini merupakan penelitian survei. Jumlah sample pada penelitian ini sebanyak 100 responden minimarket Alfamart Sumampir di Cilegon serta Merchandising sebagai variable independent. Tujuan dalam penelitan ini adalah untuk (1) Menguji pengaruh merchandising terhadap pembelian impulsif produk; (2) Menguji pengaruh fasilitas terhadap pembelian impulsive; (3) Menguji pengaruh merchandising dan fasilitas secara bersamaan berpengaruh terhadap pembelian impulsif produk di minimarket Alfamart Sumampir di Cilegon. Hasil penelitian menunjukkan bahwa: (1) Terdapat pengaruh postif dan signifikan antara Merchandising terhadap Impulse Buying; (2) Terdapat pengaruh postif dan signifikan antara Fasilitas terhadap Impulse Buying; (3) Terdapat pengaruh positif dan signifikan antara Merchandising dan Fasilitas secara simultan terhadap Impulse Buying.   Kata Kunci : Merchandising, Fasilitas, dan Impulse BuyingThe research was conducted by looking at the phenomenon of society in unplanned purchases, especially at the Alfamart Sumampir minimarket in Cilegon by looking at respondents as buyers of merchandising and public facilities provided by minimarkets as a stimulus. Many factors can affect Impulse Buying including Merchandising and Facilities. The research method uses quantitative methods. This research is a survey research. The number of samples in this study were 100 respondents from the Alfamart Sumampir minimarket in Cilegon and Merchandising as the independent variable. The aims of this research are to (1) examine the effect of merchandising on product impulse buying; (2) Testing the effect of the facility on impulse buying; (3) Testing the effect of merchandising and facilities simultaneously affecting the impulse buying of products at the Alfamart Sumampir minimarket in Cilegon. The results showed that: (1) There was a positive and significant effect between Merchandising on Impulse Buying; (2) There is a positive and significant influence between the Facilities on Impulse Buying; (3) There is a positive and significant influence between Merchandising and Facilities simultaneously on Impulse Buying.   Key Words : Merchandising, Fasilitas, dan Impulse Buyin