THE INFLUENCE OF ONLINE VISUAL MERCHANDISING AND ONLINE SALES PROMOTION ON IMPULSIVE BUYING IN BLIBLI E-COMMERCE IN MEDAN CITY

Abstract

This study aims to determine whether online visual merchandising and online sales promotions influence impulse buying. This research was conducted on people in Medan who have/use the Blibli application in Medan, Have made an accidental purchase at Blibli, and Have shopped on the Blibli application more than 3 times. The number of samples is 99 respondents, the sample selection technique used is purposive sampling. Conducted in 2023. The analytical method used is the method of multiple linear regression analysis and descriptive analysis methods using the software SPSS (Statistic Product and Service Solution). The data used are primate and secondary data obtained from a list of questions via Google foris measured using a Likert scale. This type of research is qualitative research. The research data is sourced from primary data and taken by distributing questionnaires. The results showed that there was a relationship between the independent variables namely Online Visual Merchandising and Online Sales Promotion the dependent variable Impulse Buying. So it can be concluded that Online Visual Merchandising and Online Sales Promotion have a positive and significant effect on Impulse Buying. The population used on people in the city of Medan