IN-STORE DISPLAY, PRODUCT QUALITY, AND PRICE DISCOUNTS ON IMPULSE BUYING DECISIONS AT THE INDAH BORDIR SIDOARJO STORE

ABSTRACT


Introduction
The progress of globalization provides movement at the pace of the economy that changes over time such as progress in the field of Business that spreads throughout the world, one of which is Indonesia.This rapid economic movement is dominated by the ease of access that can get the necessary commodities.New business opportunities arise for companies that are observant when paying attention to circumstances [1].The company also adapts to any changes that occur in its environment, especially shopping now is not only played by offline purchases but online (Dolega, Rowe, & Branagan, 2021).With these conditions, companies need to consider the right strategy to provide benefits for their business (Kelm & Ibrahim, 2023).
At this time, many companies that are unable to compete in the era of progress will be eroded and threatened to close.This is the case in some Indonesian retailers that officially close their outlets because direct purchases tend to decline.As well as other supporting factors including expertise in the company when fulfilling obligations in the long and short term so that it is unable to survive [4].As a way to anticipate the decline in purchase interest that brings benefits to the company, it needs to be considered for the company, namely consumer behavior patterns.As a store that serves products in the textile sector, Toko Indah Embroidery Sidoarjo is also a retail company which in its business also serves the needs of clothing for daily needs such as selling clothes and accessories.This store is open every day which allows customers to come directly to the store.As a store that has an offline sales place, it can also be used as a strategy in influencing the consumptive behavior of consumers.
Consumer behavior of consumers has several characteristics that according to Kotker in The American Marketing Association, as quoted by Nugroho J. Setiadi have a changing or dynamic nature, the involvement of reciprocal relationships between affection, cognition, behavior, and surrounding conditions, exchanges, and decisionmaking from the competition of products and services sold (Zahra & Anoraga, 2021).Utilizing the basic nature of consumer behavior can bring great benefits to companies as consumer behavior that is influenced by the surrounding environment will indirectly cause consumptive power such as the arrival of unplanned purchases of goods (Zahra & Anoraga, 2021).This is included in the problem of unplanned purchases that allow unexpected expenses for consumers but are profitable for companies (Xiao, Zhang, & Zhang, 2022).Impulse Buying (unplanned purchases) is a style of shopping that is based on emotions sourced by the buyer himself, so it excludes social factors and interactions when making decisions they create (Azmi, Herliana, & Lestari, 2023).The most important element in doing this exercise is the emotional component.Unplanned purchases are the same as impulse purchases.Based on a study conducted by Harahap & Amanah, impulse buying can be influenced by pure implies, suggestion implies, reminder implies, and planned impulse (Harahap & Amanah, 2022).
Impulse buying becomes an unplanned behavior that involves a tendency to make quick decisions and acquire products immediately.Impulsive behavior is more stressful and unbearable than planned purchases, but less intentional (Garrido-Morgado, González-Benito, Martos-Partal, & Campo, 2021).Sidoarjo's embroidery business, for example, uses various strategies to lure customers into making impulse or accidental purchases.Consumers will be fascinated to buy goods using a variety of considerations.
Several factors that influence the increase in Impulse Buying are studied in the study, such as In-Store Display, Product Quality, and Price Discount (Chen et al., 2022).Buchari Alma in Foster, In-Store Display includes efforts to strengthen buyer interest in stores or goods and bring a willingness to buy through direct visual appeal.A person tends to be more interested in what is seen which can create a happy and comfortable impression when in the store (Noor, 2020).So it will cause its own experience when consumers enter the store that makes them happy and comfortable which indirectly makes their buying interest tend to increase from the beginning only seeing from the outside having an interest in entering the store and buying the goods offered in it.The stimulus that buyers get from in-store displays creates interest in buying in-store products.The indicators used in the In-Store Display variables are selection display, special display, point of purchase display, and store display (Hidayah & Sari, 2021).
Usually, in addition to seeing the convenience obtained from the place of purchase, consumers tend to see price discount price changes that draw their eyes toward products that have a large discount value also affects impulse purchases (Nurfitria & Wati, 2022).Some spontaneous considerations from buyers tend to quickly determine the decision to buy goods after comparing the price discount offered and the number of goods that may be obtained after purchase, namely with a nominal determined without discount, then after getting a price discount buyers can get a larger number of products (Tan & Chen, 2021).Many businesses sell their goods and services in bulk for profit.Indicators of the Price Discount variable are internal reference price, amount of discount, and discount period (Windyaningrum & Sudarwanto, 2022).
Another factor influencing impulse buying studied in this study was the quality of the product.In addition to considering a comfortable place to buy and comparing price discounts offered by stores, buyers also look at the quality of the products sold.The quality of the main goods when meeting the needs and desires of the buyer.Quality goods will be traced by buyers because they satisfy emotional desires and buyers will spend large enough expenses so that all things are achieved.If a good gains more positive quality than competing goods, then buyers are more likely to try to purchase the product (Olayeni et al., 2021).The indicators used in the Product Quality variables are quality, price, comfort, style, color, material, and brand (Nurfitria & Wati, 2022).
Several studies related to factors that influence impulse buying have been tried by previous researchers.A study conducted by Heriansyah, Susetyarsi, and Marhamah (2022) received results that in-store displays have a significant impact on impulse purchases.Not yet in the study conducted by Raharjo, Sari, and Nursapitri (2020) which received results that there was no significant influence between in-store displays on impulse buying.Another study was conducted by Hikmah (2020) which obtained results that product quality gained significant participation in impulse buying.In contrast to Maulana's study which obtained results that product quality does not have a significant effect on impulsive buying.A study was also conducted by Salsafira and Trianasari (2022) which received results on the price discount had a significant impact on buying impulsively.Contrary to a study conducted by Puspitasari and Herdian (2023) which proves that the existence of rebates does not have a significant contribution to impulse purchases.
By the previous presentation, the study aims to reinforce novelty to support existing research on the effect of in-store displays, product quality, and price discounts on impulse buying decisions.The research was conducted on buyers of Toko Indah Embroidery Sidoarjo.
The display is displaying or preparing products in such a way that encouraging customer buying interest will result in sales.Stores need to display their products.A strong display will encourage customers to buy it.The display installation must be modified to fit the conditions or circumstances that exist at any given time.Display is an effort to arrange products in such a way that encourages buyers to be interested in seeing and buying them.Communication or promotional strategies used in stores or outlets to attract customer attention are known as in-store displays.The displays in the store are meant to attract customers.In-store displays can lead to more impulse purchases.Customers are more likely to consider buying something if there is an attractive in-store display.The purpose of in-store displays is to display goods as well as possible to guide and attract customers to make purchases.
Impulse buying is a very powerful experience that encourages customers to make purchases quickly while allowing emotional conflicts to arise and ignoring unfortunate outcomes.Fast-paced and unplanned purchases, coupled with conflicting thoughts and emotional impulses, are the hallmarks of impulse buying, that is, irrational purchases.Impulse purchases include purchases made without thinking.Impulse buying is a type of consumer behavior in which purchases are made without prior planning, unexpectedly, and based on a strong desire to immediately acquire the item without thinking about the possible consequences.Purchases that are held suddenly, without any planning, are called impulse purchases.Impulse buying is a very powerful sensation that drives customers to make a purchase as quickly as possible, often causing emotional turmoil and unfavorable outcomes.

Research Methods
This research was conducted using a quantitative approach.The type of research includes causal associative, which is research that is useful to determine the influence of two or more variables.The study population is consumers of the Indah Embroidery Sidoarjo store.Given that the total population is not known with certainty, this study uses purposive sampling techniques with sample criteria, residing in Sidoarjo and the age range of 18-45 years.To determine the number of minimal samples, researchers used the Lemeshow formula with a confidence level of 95% and an error of 10% received a total sample of 96 people and made with 100 respondents.The data collection technique in the study used a questionnaire that used alternative Likert scale answers.The process of distributing questionnaires using the help of Google Forms.The data analysis technique is carried out by using multiple linear regression analysis using the SPSS program.According to the previous table, it is known that from the respondents 100 respondents, most of them are female at 59%, with the age between 18-25 years at 50%, while the respondents' occupations are mostly students/students at 39%.

Validity Test
Validity tests are useful to determine the validity and absence of research instruments.The validity test in the study used the Pearson coefficient test, which can be described as valid if it obtained a correlation value of more than 0.3.As the results of the validity test in this study: According to the previous table, it is found that each statement item of each variable gets a calculated r value > r table (0,3).The overall meaning of variable statement items is valid and can be used as a research instrument.

Reliability Test
Reliability testing aims to determine the reliability or consistency of statement items as research instruments.Statement items can be presented reliably if they obtain Cronbach's alpha value beyond 0.6.Here are the results of the reliability test in the study: Based on the previous table, it is known that the in-store display variable received a Cronbach's alpha value of 0.665, the product quality variable received a Cronbach's alpha value of 0.756, the price discount variable received a Cronbach's alpha value of 0.676 and the impulsive buying variable received a Cronbach's alpha value of 0.673.Similarly, all variables received a Cronbach's alpha value exceeding 0.6 and were declared reliable.

Normality Test
The normality test for the regression model is used to test whether the values created by the regression are normally distributed or not.To pay attention to normal or undistributed data can be considered through the One-Sample Kolmogorov-Smirnov Test table, where the data can be declared normally distributed if it obtains a significance value of > 0.05.Here are the results of the normality test in this study: Sumber: Hasil Pengolahan Data (2023) As per Table 4, it is already known if the value of Asymp.Sig.(2 tailed) of 0.134 which equals the value has been greater and the level of significance of 0.05 can be called if the information is distributed normally.

Linearity Test
A test known as the linearity test is needed to ascertain the nature of the relationship obtained between the variables studied.Data can be expressed value if the significance value of F count is less than 0.05 [56].The following are the results of the linearity test in the study: From the previous table, it is accepted F = 15.771 which is a significance level of 0.000.The level of significance compared to the 5% significance level is 0.05 so 0.000 < 0.05 means that there is a linear relationship between in-store display, product quality, and price discount impact on impulse buying.

Uji Heteroskedasitas
The Heteroscedasticity test is used to determine if there is a difference in variance between two observational residues on the regression model.Homoscedasticity refers to variants derived from fixed residuals, while heteroscedasticity refers to variants derived from random residuals.The data do not have heteroscedasticity because heteroscedasticity can be recognized at a significance level of > 5% [56].According to the output of the previous table, it was found that the significant value (Sig.) of all variables was greater than 0.05 so that the same based on decision-making in the Glejser Test can be summarized if heteroscedasticity has not been experienced in the regression model.

Multiple Linear Regression Analysis
The regression model in the study used multiple regression.Multiple linear regression analysis includes linkage with the same line of two or more independent variables (Y).

Partial Test (T-Test)
The t-test is used to test the partial effect between the independent variable on the dependent variable.The hypothesis is approved when the significant level α < 0.10 and t count > t table [56].It is known that if the t-table (α/2, n-k-1), then df = nk -1 = 100-3-1 = 96 through a significance value of 0.05 then the t-table value of 1.66088 is accepted.As the partial test results in the study: Through the previous coefficients table, a t-count value of 4.311 and t-table of 1.67203 was received, which means t-count > t-table (4.311 > 1.66088) through signification of 0.002 < 0.10 so H1 was approved and H0 was not approved.So it can be summarized if through partial there is a good and significant influence between In-Store Display and Impulse Buying.

Product Quality Variable (X2)
From the previous coefficients table, we received a t-count value of 5.441 and a ttable of 1.67203, which means t-count > t-table (5.441 > 1.66088) with a significance of 0.000 < 0.10 so that H1 is approved and H0 is not approved.So it can be summarized if through partial there is a positive and significant influence between Product Quality and Impulse Buying.

Variable Price Discount (X3)
From the previous coefficients table, a t-count value of 4.446 and t-table of 1.67203 was obtained, which means t-count > t-table (4.446 > 1.66088) with the significance of 0.001 < 0.10 so that H1 is approved and H0 is not approved.So it can be summarized if through partial there is a positive and significant influence between Price Discount and Impulse Buying.

Uji Simultan (Uji F)
Test F is used to prove whether or not there is an influence of In-Store Display, Product Quality, and Price Discounts has an impact on Impulse Buying simultaneously.The hypothesis is approved when the significant level α < 0.05 and F count > F table.It is found if the f-table whose signification value is 0.05 is 2.46.As the results of simultaneous tests in the study: According to Table 9, it can be considered if the F value is calculated at 15.771 with a signification value of 0.000 and the F table is 2.46.So that the value of F is calculated > F Table (15.771> 2.04), with a significance of 0.000 < 0.05 then H1 is approved and H0 is not approved.Through this, it can be summarized if (together) a significant impact is obtained between In-Store Display, Product Quality, and Price Discount impact on Impulse Buying.

Coefficient of Determination Test
The determination of the coefficient (R2) is used to calculate the extent to which the model is correct when describing a variation of the dependent variable.A value close to one means that the independent variables share almost all the data needed to estimate the variation of the dependent variable.According to the results of the previous coefficient of determination test, it is known that the R Square value is 0.705.This explains that 70.5% of the dependent variable of Impulse Buying is described from independent variables which are divided into Store Display, Product Quality, and Price Discount.But the difference, as much as 19.5% is applied from other variables outside the variables studied.

a. Influence In Store Display towards Impulse Buying
Based on data testing, that partially there is a positive and significant influence between In-Store Display and Impulse Buying.Store Display has a positive influence on the variable Impulse Buying.While the coefficient results that any increase in the In-Store Display variable assuming another independent variable is constant or fixed, will increase Impulse Buying.The more In-Store Display increases, the more Impulse Buying also increases and vice versa.
The in-store display is an effort to encourage consumer interest in stores or goods and encourage purchase desire through direct visual appeal.The tendency of someone will be more interested in what is seen which can cause the impression of pleasure and comfort when in the store.So it will cause its own experience when consumers enter the store that makes them happy and comfortable which indirectly makes their buying interest tend to increase from the beginning just looking from the outside having an interest in entering the store and buying the goods offered in it.The stimulus that buyers get from in-store displays creates interest in buying in-store products.
According to the results of the previous coefficient of determination test, it is known that the R Square value is 0.705.This explains that 70.5% of the dependent variable of Impulse Buying is described from independent variables which are divided into Store Display, Product Quality, and Price Discount.But the difference, as much as 19.5% is applied from other variables outside the variables studied.

b. Pengaruh In Store Display terhadap Impulse Buying
Based on data testing, that partially there is a positive and significant influence between In-Store Display and Impulse Buying.Store Display has a positive influence on the variable Impulse Buying.While the coefficient results that any increase in the In-Store Display variable assuming another independent variable is constant or fixed, will increase Impulse Buying.The more In-Store Display increases, the more Impulse Buying also increases and vice versa.
The in-store display is an effort to encourage consumer interest in stores or goods and encourage purchase desire through direct visual appeal.The tendency of someone will be more interested in what is seen which can cause the impression of pleasure and comfort when in the store.So it will cause its own experience when consumers enter the store that makes them happy and comfortable which indirectly makes their buying interest tend to increase from the beginning just looking from the outside having an interest in entering the store and buying the goods offered in it.The stimulus that buyers get from in-store displays creates interest in buying in-store products.

c. Pengaruh Price Discount terhadap Impulse Buying
Based on data testing, there is a partial positive and significant influence between Price Discounts and Impulse Buying.Price Discount has a positive influence on the variable Impulse Buying.While the coefficient results that an increase in the Price Discount variable assuming another independent variable is constant or fixed, will increase Impulse Buying.The more the Price Discount increases, the more Impulse Buying also increases and vice versa.
Consumers tend to see that price discount price tag deviations that draw their eyes towards products that have a large discount value also affect impulse purchases.Some spontaneous considerations from buyers tend to quickly determine the decision to buy goods after comparing the price discount offered and the number of goods that may be obtained after purchase, namely with a nominal determined without discount, then after getting a price discount buyers can get a larger number of products.Many businesses sell their goods and services in bulk for profit.
The results are in line with studies conducted by Salsafira and Trianasari, which obtained price discount results that have a significant contribution to impulsive buying [31].With discounts, the potential to make consumer purchases is increasing, even though it is not planned from the beginning.Discounts are one of the concerns of consumers in decision-making.Consistent with the study conducted by Suryana and Sari, which proved that rebates have a significant contribution to increasing impulsive buying.

Conclusion
Based on the results of research and discussion, it can be summarized that the instore display has a positive and significant effect on impulsive buying at the Indah Embroidery Sidoarjo store.This means that there is an attractive display of products in the store, able to lure consumers to make purchases even though they are not planned early.The results also show that product quality has a positive and significant effect on impulsive buying at the Indah Embroidery Sidoarjo store.The existence of product quality that is by consumer expectations and desires is taken into consideration by consumers in decision-making.Furthermore, price discount has a positive and significant effect on impulsive buying at the Indah Embroidery Sidoarjo store.This means that the discount can attract consumers to make purchases, even though they do not plan previous purchases.

Figure
Figure 1.Conceptual Framework

Table 7 Multiple Linear Regression Analysis Results
The regression coefficient of the In-Store Display (X1) variable is 0.323, meaning that In-Store Display has a good impact on the Impulse Buying variable.But the coefficient of 0.323 means that if an increase of 1% in the In-Store Display variable through the assumption of another independent variable is constant or fixed, it will increase the Impulse Buying (Y) by 32.3%.3. The regression coefficient of the Product Quality variable (X2) is 0.406, meaning that Product Quality has a good impact on the Impulse Buying variable.But the coefficient of 0.406 means that if the addition of 1% of the Product Quality variable assuming another independent variable is constant or fixed, it will increase Impulse Buying (Y) by 40.6%.4. The regression coefficient of the Price Discount (X3) variable of 0.360, means that Price Discount has a good impact on the Impulse Buying variable.But the coefficient of 0.360 means that if the addition of 1% of the Price Discount variable assuming another independent variable is constant or fixed, it will increase the Impulse Buying (Y) by 36.0%.