The Effect Of Sales Promotion And Visualmerchandising On Shopping Emotion And Impulse Buyingat Outlet Partners Of PT Smartfren Telecom Tbksamarinda

ABSTRACT : The development of shopping trends tends to be wait and see and is influenced by shoppingemotions from customers who tend to be happy and interested in stopping by and coming to an outlet. This isimplemented by one of the telecommunications companies that massively conducts shop visibility, namelySmartfren. This research aims tounderstand customer behavior that usually occurs, namely impulsive buyingbehavior because most smartphone customers have never planned a purchase beforehand. This is none otherthan due to the emotions of an individual when shopping (Shopping Emotion) which mostly causes unplannedpurchases. In this research, the researchers used two variables, including Impulse Buying and ShoppingEmotion, as the dependent variable, then Sales Promotion and Visual Merchandising as independent variables.The approach in this study uses quantitative data obtained through a survey conducted by the author using thequestionnaire distribution method while the secondary data that the author uses is in the form of previous studiesthat are related to the research topic. The research population includes all customers who visit Smartfren partneroutlets and make unplanned purchases in the Samarinda area, the authors use a non-probability samplingtechnique with a purposive sampling method. Data analysis in this research, researchers used PLS which wasused to test measurements (validity test and reliability test) and structural models or it can also be said as acausality hypothesis test with predictive models.

KEYWORDS: Impulse Buying, Sales Promotion, Shopping Emotions, Visual Merchandising