Influence of visual merchandising, creative promotion, and price on purchase decisions in live shopping Shopee Andrian Mulya Darma1*.
Elfrida Viesta Napitupulu2 Management Department.
Kwik Kian Gie School of Business and Information Technology.
Jl.
Yos Sudarso Kav 87.
Sunter.
Jakarta.
Indonesia 14350 email address: 0882201002@student.
email address: elfrida.
napitupulu@kwikkiangie.
*Corresponding author
ARTICLE INFORMATION ABSTRACT
Flow:
Received: March 19, 2024 Reviewed: March 20, 2024 Accepted: April 1, 2024 Published: April 4, 2024 Keywords:
visual merchandising, creative promotion, price, purchasing decision How to cite:
Darma.
, & Napitupulu.
Influence of visual merchandising, creative promotion, and price on purchase decisions in live shopping Shopee.
Jurnal Ekonomi Perusahaan, 31.
, 1-20.
https://doi.
org/10.
46806/jep.
Indonesia's internet boom .
9 million user.
fueled e-commerce growth, with Shopee leading the market .
million visitor.
This study explored factors influencing purchase decisions in Jakarta's Shopee live shopping.
Live streams offered product visualization, seller interaction, and promotions.
investigated how visual merchandising, creative promotions, and price impacted buying decisions through a survey of 462 respondents.
The research found that creative promotions and price significantly influenced purchases, while visual merchandising had no effect.
Copyright A Jurnal Ekonomi Perusahaan.
All rights reserved 1 | https://doi.
org/10.
46806/jep.
Jurnal Ekonomi Perusahaan.
Volume 31.
Issue 1.
MarchAeAugust 2024
INTRODUCTION
The world has now entered the era of globalization, where all things, whether daily necessities or luxury goods, can be purchased without having to visit a special place that sells these goods, such as to buy basic necessities, people do not have to come to the market and buy them.
For luxury goods such as cars, people no longer need to go to a car dealer because all these needs can be done using a device connected to the Based on a survey conducted by We Are Social .
, the number of internet users in Indonesia as of January 2023 was recorded at 212.
9 million people out of a population of 276.
4 million.
This data states that around 77% of Indonesian people have access to the internet, leaving 23% without access to the internet.
Of the 77% of internet users, 98.
3% accessed it using mobile phones.
Every day Indonesian people spend 7 hours 42 minutes .
n averag.
accessing the internet.
It can be seen from the data above that the number of cell phones connected to the internet is 353.
8 million cell phones, which is more than the number of Indonesian people who have access to the internet .
%).
In line with the increasing number of internet users, learning habits are also changing, with research company Populix reporting that as many as 82 percent of Indonesians use e-commerce as a choice for purchasing electronic products.
Along with this change in behavior, people previously believed more in buying goods, especially electronics, offline.
The above can happen because in the era of globalization technology has triggered major changes in the way Indonesian consumers shop.
From shopping in physical stores, they are turning to e-commerce platforms that offer convenience and 24/7 access.
However, a new trend is emerging: live shopping, which combines realtime interaction, entertainment, and education, is attracting consumer interest and driving a shift away from traditional e-commerce.
Figure 1.
5 E-Commerce with the most visitors in Indonesia (Q1 2.
Source : Ahdiat.
Adi 5 E-Commerce dengan Pengunjung Terbanyak di Indonesia (Kuartal I 2.
Retrieved from https://databoks.
id/datapublish/2023/05/03/5-e-commerce-denganpengunjung-terbanyak-kuartal-i-2023 .
Oktober 19, 2023.
Darma and Napitulu | 2 Influence of visual merchandising, creative promotion, and price on purchase decisionsA Based on the data above, it can be seen that Shopee dominates the e-commerce sector in Indonesia with the number of visitors reaching 158 million people in the first quarter of 2023, followed by Tokopedia with 117 million people and Lazada with 83.
million people.
then there is also Blibli with 25.
4 million people and finally Bukalapak 1 million people.
Live shopping itself is an option because of the real-time interaction that makes live shopping possible direct interaction between sellers and buyers via video Consumers can ask questions, see products directly, and get real-time information, creating a more personalized and engaging shopping experience.
However, despite the large number of users of e-commerce and live shopping applications, this has resulted in a decrease in the number of visitors to offline shopping places/centers such as Tanah Abang market and ITC.
Where traders in this place complain about the lack of their merchandise and suspect that one of the factors causing their place of business to be quiet is because of e-commerce and live shopping.
This caught the attention of the Indonesian Minister of Trade.
Zulkifli Hasan, when he visited the Tanah Abang market (Maulana, 2.
After conducting in-depth research and also a visit to Tanah Abang, the Indonesian Ministry of Trade made a Minister of Trade Regulation as outlined in Minister of Trade Regulation Number 31 2023 which regulates business licensing, advertising, guidance and supervision of business actors in trading through electronic Where one of the contents explains that social media is prohibited from playing a dual role as e-commerce.
Social media can only promote goods, without carrying out transactions in the application.
Where after this regulation was issued on 04 October 2023 at 17:00 WIB Tiktok Shop was officially closed and prohibited from operating in Indonesia.
(Septyaningsih, 2.
In finding out the reasons why many consumers choose online shopping compared to offline shopping, it is influenced by customer purchasing decisions which consist of many factors.
Consumers prefer live shopping because it offers various advantages compared to conventional offline shopping.
Here are some of the main reasons consumers prefer live shopping, ease and comfort.
Live shopping allows consumers to shop anytime and anywhere, without having to go to a physical store.
Consumers can also watch and see streamers trying products directly via video streaming, so they can make more informed purchasing decisions.
Promotions and Live shopping often offers attractive promotions and discounts, so consumers can save money (Sud, 2.
Based on the results of a Populix survey (Trinoviana, 2.
conducted in March 2023, here are several specific reasons consumers prefer live shopping, such as being able to see the appearance and features of products directly (Visual Merchandisin.
, being able to ask the seller directly, getting promos and discounts (Pric.
, saving time and energy, fun and entertaining (Creative Promotio.
Among these factors, the most influential factor and the one that differentiates the most between online and offline shops is creative promotion, where in online shops, especially live shopping, sellers represented by Streamers can provide new experiences to their viewers, such as offering and trying products directly and also interacting to the audience, which e-commerce in general does not have.
Based on the problem description explained above, this research will further examine the influence of each variable that makes people shop live shopping in Central Jakarta via the Shopee live shopping platform, namely visual merchandising, creative .
Management Jurnal Ekonomi Perusahaan.
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LITERATURE REVIEW
Live Shopping Live streaming uses one or more communication device technologies to quickly transmit sound and images to another location, allowing users to feel their presence.
Live shopping is a new type of social media that is very popular with the public where design features and customer perceptions have an impact on live streaming.
However, it is necessary to consider technical features and customer needs because live shopping requires significant HCI (Human Computer Interactio.
(Chen & Lin, 2.
Meanwhile, according to (Rahmawati & Agoestiyowati, 2.
Live shopping is a concept that combines live streaming features with real-time purchasing This is an effective way for sellers to increase the value of their sales turnover through live shopping platforms.
In the live shopping process, sellers can live stream and interactively introduce their products to the audience.
Merchants can attract customers' attention in a variety of ways, such as putting on a show, providing instructions, or inviting customers to play challenges or games related to their products.
Viewers can directly ask questions, leave comments, or show their interest in the product during the stream.
So live shopping is content created by users, called live streaming.
Live shopping allows streamers to post video content in real-time, showing games, talent shows, daily activities, and other content (Hu et al.
, 2.
This activity is a unique blend of certain types of media.
Streamers can talk to viewers in real time during live (Lu & Chen, 2.
Visual Merchandising Visual merchandising is the presentation of a store or brand and merchandise to customers through a work team consisting of store advertising, displays, certain events, fashion coordination, and the sales department.
A sales person who does not speak but can effectively convey sales messages through visual stimulation (Maymand & Ahmadinejad, 2.
Furthermore, visual merchandising is a method of displaying merchandise in a way that is attractive and appealing to potential consumers.
Visual merchandising explains how to use or use a product or service and allows retailers to combine various elements to attract customers (Jain, 2.
As part of the visual merchandising strategy, good product visualization is expected to provide positive stimulation and increase customer interest in buying the As a marketing program, this visual merchandising strategy can be used to convince people to buy goods.
So according to (Chastity, 2.
is placing customer attention on the needs and appearance of our products.
The following are the dimensions used to evaluate visual merchandising, namely the selection of store displays, how to present products, the design of off-self displays and the design of window displays.
However, according to research conducted by (Mehta & Chugan, 2.
there are 4 .
important dimensions in visual merchandising, namely window displays, in-store forms / mannequin displays, floor merchandising and promotion Darma and Napitulu | 4 Influence of visual merchandising, creative promotion, and price on purchase decisionsA Creative Promotion According to (Laksana, 2.
Promotion is a communication that is formed between the seller and the buyer starting from the right information with the aim of changing the attitude and behavior of the buyer, who at first did not know the product/service being offered to become familiar with it where the final goal is for the buyer to buy.
the goods and remember the information about the goods/services.
Meanwhile, according to (Assauri, 2.
Promotion is a business effort to attract buyers by using all elements of the marketing mix.
Promotional policies are different from other marketing mix policies, so they are very dependent on all other marketing policies which aim to disseminate information to influence or persuade and remind the market of the targets that have been set by the company and its products so that they are willing to accept, buy and be loyal to the products offered by the company in question.
According to (Rangkuti, 2.
creative promotion is a synergy, creativity, integration and integrated marketing communication by utilizing various different communication elements to create harmony between variables that support each other.
The dimension for creative promotion is defined within 4 .
variables according to (Malau, 2.
which is behavior modification, providing information, persuading and But according to research by (Reinartz & Saffert, 2.
the variables is originality, flexibility, elaboration, synthesis, and artistic value.
Price According to (Kotler & Armstrong, 2.
Price is the amount of money paid for a product or service or the value exchanged by consumers to own or use a product or In this price there are several variables such as list price, discounts, rebates, and payment periods, which are some of the main components of price variables.
According to (Kotler & Keller, 2.
states that price is an element in the marketing mix which not only determines probability but also acts as a signal to communicate the value proposition of a product.
Price is the amount of money or other measure exchanged to obtain the right to own or use goods or services.
In addition, price is the only marketing mix component that generates revenue or profits for the company compared to other marketing mix components.
Meanwhile, according to (Ramli, 2.
price is the relative value of a product, but this value is not an appropriate measure that shows the amount of resources needed to produce the product.
The aim of pricing itself according to (Assauri, 2.
is to obtaining maximum profits, gaining a certain market share, market skimming, achieving maximum levels of sales revenue, achieving targeted profits and promoting Furthermore, according to (Kotler & Keller, 2.
there are 5 indicators related to price, including price affordability, price competition for similar products, consumer price assumptions, price is said to be a quality indicator and price period Meanwhile, according to (Tjiptono, 2.
the price dimension consists of several variables, namely price affordability, price suitability to product quality and price competitiveness.
Purchasing Decision According to (Alma, 2.
, consumers' decisions about what products they will buy are influenced by many factors, including technology, economics, culture, politics, price, location, promotion, physical evidence, people and processes.
Thus, consumers' .
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According to (Tjiptono, 2.
When consumers understand their problems and look for information about certain goods or brands, they carry out a process known as purchasing decision definition to fulfill their wants or needs, whereas according to (Kotler & Keller, 2.
consumer purchasing decisions are part of consumer behavior, namely the study of how individuals, groups, and organizations select, purchase, and use goods, services, ideas, or experiences to satisfy their needs and desires.
Therefore, consumer purchasing decisions cannot be separated from consumer behavior, so that each consumer has different purchasing habits which can be differentiated in several dimensions, namely brand choice, dealer choice, purchase time, purchase amount and payment method.
Furthermore, according to (Thompson et , 2.
there are 4 dimensions that influence purchasing decisions, namely according to needs, having benefits, accuracy in purchasing products and repeat purchases.
However, according to (Kotler & Armstrong, 2.
there are 4 .
characteristic dimensions of purchasing decisions, namely product stability, purchasing habits, recommendations from other people and repeat purchases.
Framework Based on the research background and problem formulation described in the previous section, the following section explains the research framework for the dimensions of Influence of Visual Merchandising.
Creative Promotion, and Price on Purchase Decisions in Live Shopping Shopee.
Figure 2 The conceptual framework The influence of visual merchandising on purchasing decisions Visual merchandising is a method of displaying merchandise in a way that is appealing and appealing to potential consumers.
Visual merchandising explains how to use or use a product or service and allows retailers to combine various elements to attract customers (Jain, 2.
As part of the visual merchandising strategy, good product visualization is expected to provide positive stimulation and increase customer interest in buying the Darma and Napitulu | 6 Influence of visual merchandising, creative promotion, and price on purchase decisionsA As a marketing program, this visual merchandising strategy can be used to convince people to buy goods.
It can be concluded that the more attractive the visual merchandising, the higher the level of purchasing decisions of potential buyers.
The influence of creative promotions on purchasing decisions According to (Laksana, 2.
Promotion is a communication that is formed between the seller and the buyer starting from the right information with the aim of changing the attitude and behavior of the buyer, who at first did not know the product/service being offered to become familiar with it where the final goal is for the buyer to buy.
the goods and remember the information about the goods/services.
Furthermore, according to (Assauri, 2.
Promotion is a business effort to attract buyers by using all elements of the marketing mix.
Promotional policies are different from other marketing mix policies, so they are very dependent on all other marketing policies which aim to disseminate information to influence or persuade and remind the market of the targets that have been set by the company and its products so that they are willing to accept, buy and be loyal to the products offered by the company in question.
Therefore, it can be concluded that the more interesting the creative promotions are, the higher the level of purchasing decisions of potential consumers.
The influence of price on purchasing decisions According to (Kotler & Armstrong, 2.
Price is the amount of money paid for a product or service or the value exchanged by consumers to own or use a product or In this price there are several variables such as list price, discounts, rebates, and payment periods, which are some of the main components of price variables.
Furthermore, according to (Kotler & Keller, 2.
states that price is an element in the marketing mix which not only determines probability but also acts as a signal to communicate the value proposition of a product.
Price is the amount of money or other measure exchanged to obtain the right to own or use goods or services.
Therefore, it can be concluded that the more the price offered matches the benefits to be obtained, the higher the consumer's purchasing decision will be.
The research hypothesis from the framework above is:
H1: Visual merchandising has a positive effect on decisions consumer purchases.
H2: Creative promotions have a positive effect on purchasing decisions consumer.
H3: Price has a positive effect on consumer purchasing decisions.
METHODS
This research aims to examine the Influence of Visual Merchandising.
Creative Promotion, and Price on Purchase Decisions in Live Shopping Shopee.
The subjects of this study were civilian that lived in Central Jakarta, at least 15 years old.
Respondents know that there is a live shopping feature in the Shopee application and respondents have shopped more live shopping on the Shopee application than once.
The questionnaire survey followed the research design of (Cooper & Schindler, 2.
Data were collected using a questionnaire.
The research was conducted to study the causality relationship in knowing the strength of the relationship between the independent variables .
actors that will influence : Visual Merchandising.
Creative Promotion and Pric.
Which every variable will be measured with Likert Scale from 1 (Strongly Disagre.
to 5 (Strongly Agre.
Questionaries were distributed from July Ae .
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MarchAeAugust 2024 September 2023 with 462 respondent filled the form and only 400 respondent qualified for the requirements.
Data Analysis Technique Validity Test To test the validity of this research.
Pearson Product Moment correlation analysis will be used.
In this analysis, the score for each item is correlated with the total score, which is the sum of all item scores.
(Sugiyono, 2.
stated that items that have a positive correlation with the total score and have a high correlation indicate that the item has high validity.
If n=400 and r=0.
098, then the item is declared invalid because the correlation is less than 0.
098 and is declared valid if the correlation value is more than Reliability test According to (Sekaran & Bougie, 2.
Reliability is a measure that shows how precise the measurement is, which ensures that the measuring instrument is stable and unbiased.
Despite the uncontrollability of the test circumstances and the respondent's condition, the ability of the measurement to be stable over time can be demonstrated as a sign of stability and low susceptibility to changes in circumstances.
Where to measure reliability we will use Cronbach Alpha which according to (Sugiyono, 2.
a value is declared reliable and trustworthy, but if the reliability coefficient is at least 0.
If the Cronbach Alpha value is below 0.
6 then it is declared unreliable and cannot be trusted.
Classical assumption test Normality test According to (Priyatno, 2.
The data normality test aims to find out whether the data used in the research model has a normal distribution.
Good data, which can be considered as a representation of the population, is data that has a normal distribution pattern, that is, a distribution that is not skewed to the left or right.
The data normality test can be carried out using the one sample Kolmogorov-Smirnov test in the SPSS program with certain criteria, namely by looking at the significance value more than or equal to 0.
ssuming alpha 5%) then the data is said to be normally distributed, but vice versa if the significance value less than or smaller than 0.
05 then the data is not normally distributed.
However, in this research, data normality will use theory from (Bowerman et , 2.
namely the central limit theorem which states that if the sample size is above 30 then it can be assumed that the data is normally distributed.
Because this study has a sample of 400 respondents, it is assumed that the sample data in this study is normally Multicollinearity test According to (Priyatno, 2.
Multicollinearity testing can be used to check whether there is a correlation between independent variables .
lso called independent variable.
in a regression model.
If there is a correlation between independent variables then the data can be categorized as good, but conversely if there is none, the regression model can be categorized as not good.
Calculation of resilience value and inflation value VIF (Value Inflation Facto.
can be used to determine whether there is multicollinearity in research or not.
When the VIF value is less than 10 and the Darma and Napitulu | 8 Influence of visual merchandising, creative promotion, and price on purchase decisionsA robustness value is more than 0.
1, then multicollinearity can be considered absent or not present in the study.
If the VIF value is more than 10 and the robustness value is less than 0.
1, then multicollinearity can be considered to exist or there is multicollinearity in the research.
Heteroscedasticity test (Priyatno, 2.
said that the heteroscedasticity test aims to find out whether the residual variance is not the same as the observations in the regression model.
A good regression model is one that does not occur heteroscedasticity, also known as When the difference between observations remains, it is called On the other hand, heteroscedasticity occurs when there are new To determine heteroscedasticity in this research, the Glejser test will be used, where the results show that the homoscedasticity condition is achieved if the significance value or Sig value.
-taile.
is more than 0.
05, and if the significance value or Sig value.
-taile.
less than 0.
05, it can be concluded that there is a problem with heteroscedasticity.
To test the hypothesis that the researcher has created in this research, the researcher will use the model feasibility test (F tes.
, coefficient test (T tes.
and also the coefficient of determination test (R2 tes.
which will be explained as follows :
feasibility test (F tes.
According to (Sekaran & Bougie, 2.
the F test is useful for evaluating the suitability of a regression model for predicting the dependent variable.
The examination criteria used are identical .
as the T test criteria, and both tests also use a significance value of 0.
The parameters are: If the F significance value is < 0.
05 then H0 is rejected, which means the regression model can be used to predict the dependent variable and is suitable for use, but if the F significance value is > 0.
05 then H0 is accepted, which means the regression model is not can be used to predict the dependent variable and is not suitable for use.
coefficient test (T tes.
According to (Priyatno, 2.
The influence of independent variables partially or individually on the dependent variable can be measured using the T test.
The decision making method is based on comparing the significance value with the alpha value () = 0.
The parameters are: If the F significance value is < 0.
05 then H0 is rejected, which means the independent variable has an effect on the dependent variable.
If the F significance value is > 0.
05 then H0 is accepted, which means the independent variable has no effect on the dependent variable coefficient of determination test (R2 tes.
According to (Sugiyono, 2.
the coefficient of determination test, it is used to find out how far or how well the independent variable is able to explain the dependent The coefficient of determination value ranges from zero to one, and if the value is close to one, then the independent variable is able to provide almost all the information needed to predict the dependent variable.
The provisions include the following, namely if the R2 value is equal to or close to 0 .
, then the independent variable has little or limited influence on the dependent variable.
If the R2 value is close to 1 .
, then the independent variable has a strong influence on the dependent .
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RESULTS AND DISCUSSION
After testing with the SPSS version 27 application with an alpha of 5%, the following results were obtained :
Validity and Reliability Test Table 1 Validity and Reliability Test Results Dimensions and items Product-Moment Correlation Visual Merchandising 1 The streamer during live shopping displays an 0,769 attractive shop background.
2 Streamers during live shopping display items 0,739 that will be sold during live shopping.
3 Streamers during live shopping present their 0,772 products in an interesting way.
4 Streamers during live shopping present their 0,776 products in detail.
5 The streamer during live shopping displays other products in the background which attracts 0,715 the audience's attention.
6 When live shopping, streamers use attractive 0,727 layouts to display goods in their windows.
7 Streamers during live shopping provide information about discount coupons if 0,759 purchased during live shopping.
8 Streamers during live shopping display discount 0,800 signs on certain products that are being sold Creative Promotion 9 When live shopping, streamers brand a particular brand which makes the audience 0,760 10 Streamers during live shopping explain the specific advantages of a particular brand which 0,729 makes the audience interested.
11 Streamers during live shopping provide relevant information regarding products that generate 0,764 purchase intentions.
12 Streamers in live shopping actively answer
0,740
audience questions in the live chat column.
13 During live shopping, streamers provide special offers so that viewers buy the items being 0,777 14 During live shopping, the streamer persuades the audience with persuasive sentences so that 0,740 the audience buys the items being displayed.
Darma and Napitulu | 10
Alpha
0,894
0,916
Influence of visual merchandising, creative promotion, and price on purchase decisionsA Dimensions and items The streamer during live shopping reminds you what benefits you will get if you buy the product being displayed.
The streamer during live shopping reminds you what promotions you will get if you buy the product right away.
During live shopping, streamers make product presentations using visuals that attract the attention of the audience.
During live shopping, streamers make product presentations using audio that attracts the audience's attention Price Prices for goods during live shopping are Prices for goods during live shopping are more affordable than buying offline Prices for live shopping are more competitive than buying in online stores Prices for live shopping are more competitive than buying at offline stores Prices during live shopping are in accordance with the prices expected by consumers Prices during live shopping are in accordance with prices that consumers can afford Prices during live shopping are in accordance with the quality of the goods Prices during live shopping are directly proportional to the quality of the goods Prices during live shopping are more affordable at certain hours Prices during live shopping are more affordable when there are promotions for good dates Purchasing Decision You feel that the items offered by the streamer during live shopping suit your needs You feel that the items offered by the streamer during live shopping are relevant to the items you are looking for You feel that the items offered by the streamer during live shopping are useful for you but not yet needed You feel that the items offered by the streamer during live shopping are useful for you according to your needs .
Management Product-Moment Correlation Alpha
0,755
0,748
0,771
0,770
0,719
0,900
0,754
0,745
0,706
0,749
0,717
0,696
0,745
0,693
0,734
0,734
0,720
0,706
0,745
0,872
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You are satisfied with purchasing goods during live shopping and will buy via live shopping again in the near future You feel satisfied with purchasing goods during live shopping and will recommend buying live
shopping to your friends Product-Moment Correlation Alpha
0,727
0,729
0,718
0,734
From the table above, it can be seen that the Cronbach's Alpha value of each variable shows a value above 0.
800, which is a sign that each variable has a very high and reliable level of confidence.
Apart from that, the total of each variable has a value 972 which is also above 0.
800, which indicates a very high and reliable level of Multicollinearity Test
Model
Visual
Merchandising Creative Promotion Price
Table 2
Multicollinearity Test Results Tolerance VIF
0,128
7,792
0,111
9,016
0,173
5,792
Result Multicollinearity does not occur Multicollinearity does not occur Multicollinearity does not occur Based on the table above, it can be seen that the calculation results of each tolerance value for each variable starting from Visual Merchandising.
Creative Promotion, and Price are >0.
1 or close to 1 .
Likewise, with the calculation results of the VIF value <10, based on the data above it can be concluded that there is no multicollinearity in all the independent variables.
Heteroscedasticity Test Model Visual Merchandising Creative Promotion Price Table 3 Heteroscedasticity Test Result Sig.
Result
0,115
Heteroscedasticity does not occur
0,209
Heteroscedasticity does not occur
0,612
Heteroscedasticity does not occur Darma and Napitulu | 12 Influence of visual merchandising, creative promotion, and price on purchase decisionsA In the test table above, it can be seen that the significance value of each variable has a value greater than 0.
05, which means that heteroscedasticity does not occur in all the independent variables.
Feasibility Test (F tes.
Table 4 Simultaneous Significance Test (F Tes.
/ ANOVA Sig.
<0,001
Based on the test table above, it can be seen that the significance value is <0.
or below the alpha, namely 0.
05, so it is proven that the independent variables Visual Merchandising (X.
Creative Promotion (X.
, and Price (X.
have an effect simultaneously or together.
the same for the dependent variable, namely Purchase Decision (Y).
Thus it can be said that this model is considered suitable for use in Coefficient test (T tes.
The t test is used to test the influence of each independent variable individually on the dependent variable.
This test can be carried out by comparing the calculated t with the t table with an alpha of 5% .
based on the significance value of the SPSS output results in the coefficient table contained in the multiple linear regression F test table above, it can be seen that :
Visual Merchandising (X.
Has a Sig value.
-taile.
774 / 2 = 0.
387 where the value is >0.
05 so it can be said that there is no significant influence because it does not meet the significance criteria.
Which means the results of this research show that there is no influence between Visual Merchandising (X.
and purchasing decisions (Y).
Creative Promotion (X.
Has a Sig value.
-taile.
001 / 2 = 0.
0005 where the value is <0.
05 so it can be said that there is a significant influence because it meets the significance criteria, while the coefficient value yy X2 is positive 0.
Which means the results of this research show that there is a positive and significant influence between Creative Promotion (X.
and purchasing decisions (Y) which is in accordance with hypothesis X2 in this research, namely accept Ha.
Price (X.
Has a Sig value.
-taile.
001 / 2 = 0.
0005 where the value is <0.
05 so it can be said that there is a significant influence because it meets the significance criteria, while the coefficient value yy X3 is positive 0.
Which means the results of this research show that there is a positive and significant influence between Price (X.
and purchasing decisions (Y) which is in accordance with hypothesis X3 in this research, namely accept Ha.
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MarchAeAugust 2024 Coefficient of Determination Test (R2 tes.
Table 5 Coefficient of Determination Test (R2 tes.
Result R Square 0,927 0,859 From the table above, it can be seen that the R Square value is 0.
859, which shows that 85.
9% of the Visual Merchandising.
Creative Promotion and Price variables together influence purchasing decisions.
Meanwhile, the remaining 14.
1% is influenced by variables other than those studied.
MANAGERIAL IMPLICATION
The Influence of Visual Merchandising on Purchasing Decisions Visual Merchandising is a variable that influences buying interest from live shopping viewers because the more attractive the Visual Merchandising is, the more buying interest the viewers will have and will increase store sales.
This can also be seen in the research results, namely that Visual Merchandising has a positive and significant effect on Purchasing Decisions, which is also in accordance with the initial hypothesis of this The results of this research are also in line with previous research conducted by(Maymand & Ahmadinejad, 2.
, (Jain, 2.
and (Chastity, 2.
Where Maymand & Ahmadinejad .
explain that there is a positive and influential relationship between discounts on products and a thorough inspection of goods and the desire to buy from a shop.
This is in line with visual merchandising indicators which discuss detailed explanations about a product.
products and also ongoing promotions on these products.
Based on the results of research which produced an average score taken from a questionnaire regarding the influence of visual merchandising on live shopping users on the Shopee application in Central Jakarta, 400 respondents showed scores that were in the very good category.
It is known that the lowest average value of the Visual Merchandising indicator is at the point where the Streamer during live shopping displays other products in the background that attracts the audience's attention and the highest point is at the point where the Streamer during live shopping presents his product in detail.
Research conducted by (Jain, 2.
explains that visual merchandising is an important aspect to attract customer buying interest, which involves product presentations that attract attention, attractive sales methods and also a combination of color, light and sound.
Where the research shows positive and significant results between visual merchandising and time spent when visiting a store.
This is also in line with the question indicators on the visual merchandising variable which discusses the attractive store background, attractive presentation methods and also products arranged to attract the attention of the audience.
So the implication of the visual merchandising variable for streamers who use live shopping facilities is to display a background with attractive products that will be sold by the streamers.
Where the streamers must also present their products in an attractive way that displays visuals that arouse the audience's desire to buy.
these items and also ask about other items behind the streamer.
Darma and Napitulu | 14 Influence of visual merchandising, creative promotion, and price on purchase decisionsA The Influence of Creative Promotions on Purchasing Decisions Creative promotion is a synergy, creativity, integration and integrated marketing communication by utilizing various different communication elements to create harmony between variables that support each other.
Based on the results of research which produced an average score taken from a questionnaire regarding the influence of creative promotions on live shopping users on the Shopee application in Central Jakarta, 400 respondents showed scores that were in the very good category.
It is known that the lowest average value of the Creative Promotion indicator is on the Streamer indicator when live shopping makes product presentations using audio that attracts the audience's attention and the highest point is on the Streamer indicator when live shopping reminds what promotions you will get if you buy the product at the time of that is, too.
The research results prove that Creative Promotions have a positive and significant effect on Purchasing Decisions, which means that the more attractive the promotions carried out by sellers during live shopping will increase the buying interest of the audience.
The results of this research are also in line with the initial hypothesis which is also in line with previous research conducted by (Seanna, 2.
and (Yurindera, 2.
Research conducted by Seanna .
explains that there is a positive and significant influence between persuasive communication and purchasing decisions on the TikTok Shop application, where during live streaming the streamer is able to introduce the product and its features to the audience fluently and the audience is able to recognize their need for the product.
is displayed.
This is in line with creative promotion indicators which discuss how streamers explain products that make viewers interested by providing relevant information and answering questions asked by viewers in the chat column.
Apart from that, research conducted by Yurindera .
shows that sales promotion has a positive and significant effect on purchasing interest in TikTok live Where by increasing frequency, increasing quality, increasing value and ensuring that promotions are carried out in accordance with set targets, purchases made during live shopping will increase.
This is also in line with creative promotion indicators which discuss special offers given by live streamers during live shopping, including the benefits and promotions that will be obtained if you buy at that time by providing attractive product presentations both audio-visually.
The implication of the creative promotion variable for streamers who use live shopping facilities is that when streaming on streamers they must make good use of creative promotion elements so that they can attract the attention of viewers to continue watching the broadcast by providing relevant information about the products being displayed, promos.
what is there and what benefits can the audience get if they buy right away, such as direct price discounts or bonus items, thereby giving rise to the desire to buy impulsively in the audience.
The Influence of Price on Purchasing Decisions Price is the amount of money paid for a product or service or the value exchanged by consumers to own or use a product or service.
In this price there are several variables such as list price, discounts, rebates, and payment periods, which are some of the main components of price variables.
Management Jurnal Ekonomi Perusahaan.
Volume 31.
Issue 1.
MarchAeAugust 2024 According to (Kotler & Keller, 2.
states that price is an element in the marketing mix which not only determines probability but also acts as a signal to communicate the value proposition of a product.
Price is the amount of money or other measure exchanged to obtain the right to own or use goods or services.
In addition, price is the only marketing mix component that generates revenue or profits for the company compared to other marketing mix components.
Based on the results of research which produced an average score taken from a questionnaire regarding the influence of creative promotions on live shopping users on the Shopee application in Central Jakarta, 400 respondents showed scores that were in the very good category.
It is known that the lowest average value of the Price indicator is when live shopping is in accordance with the price expected by consumers and the highest point is in the indicator that discusses the price of goods when live shopping is From the questionnaire data, it can be seen that the respondents felt that the prices offered during live shopping were affordable for them, but sometimes there were also some prices for goods that did not match the prices that consumers expected.
Results from his research itself shows that price has a positive and significant effect on purchasing decisions.
Apart from that, the research results are also in line with the initial hypothesis that has been established and are also in line with previous research conducted by (Hermawan, 2.
and (Ferdian, 2.
Research conducted by Hermawan .
shows that there is a positive and significant influence between price suitability on the decision to purchase De Eve aromatherapy candle products in Jakarta, where customers will buy De Eve aromatherapy candle products if the customer feels that the price offered is appropriate.
This is in line with the price indicator which discusses where the price offered during live shopping is in line with the audience's expectations and also the price offered can be reached by the audience to buy the product right away.
However, research conducted by Ferdian .
explains that price has no influence on consumer purchasing decisions for Xiaomi smartphones because the prices offered by Xiaomi are considered affordable by consumers, but because there are many competitors in the smartphone market who offer attractive specifications at affordable such as Vivo.
Oppo and Infinix create the perception that the prices offered by Xiaomi are relatively expensive by consumers.
This is not in line with the results of this research because based on price indicators that discuss live streaming viewers feel that the prices offered by streamers are affordable and cheaper than buying offline.
The implication of the Price variable for streamers who use live shopping facilities is to use a pricing approach that is appropriate to the goods they want to sell, where consumers like goods that are relatively cheaper than buying elsewhere and also like goods that are commensurate with the value that can be provided from them.
these goods, therefore streamers must convince their viewers that the goods displayed have attractive, affordable prices and are commensurate with the quality that viewers will get if they buy the goods.
CONCLUSION
At the end of this research the researcher will summarize the results of the research that the researcher has carried out with the tests that the author explained previously which will provide an overview of the results to be achieved in this research, namely :
Darma and Napitulu | 16 Influence of visual merchandising, creative promotion, and price on purchase decisionsA Visual Merchandising (X.
has no effect on decisions Live shopping purchases on Shopee With this it can be concluded that purchasing decisions from customers will decrease if the visual merchandising aspect determined by streamers increases.
The conclusion of this research is that Visual Merchandising has no effect on Purchasing Decisions, which means that the higher the Visual Merchandising aspect will reduce consumer Purchasing Decisions.
This can be explained because viewers watch live streaming on smartphones with small screens, if the streamer shows too much stuff in the background it will make the audience lose focus and make them change the show.
So streamers should only focus on the items they want to sell and display relevant items in the live streaming background.
Creative promotion (X.
has a positive and significant impact on the variable Live shopping purchasing decisions on Shopee With this it can be concluded that Purchase Decisions from customers will increase if the creative promotional aspects used by streamers increase.
The conclusion of this research is that the Creative Promotion variable has a positive and significant effect on Purchasing Decisions, this happens because the more attractive the creative promotions carried out by streamers during live streaming will increase the audience's buying interest because the audience likes the shows shown and creates a desire to buy the that is being offered Price (X.
has a positive and significant impact on the Decision variable Live shopping purchases on Shopee With this, it can be concluded that purchasing decisions from customers will increase if the price aspect used by streamers is attractive and affordable for viewers.
The conclusion of this research is that price has a positive and significant effect on purchasing decisions, which means that the more competitive and affordable the price of a product will increase buying interest from live streaming viewers because viewers feel that the price offered is comparable to the quality they will get from the product.
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