Visual Merchandising and Durability as Determinants of Purchasing Decisions
DOI:
https://doi.org/10.58355/qwt.v4i3.172Keywords:
Durability, Purchasing Decisions, Visual MerchandisingAbstract
This study aims to analyze the influence of Visual Merchandising and Durability as determinants toward purchasing decisions for Eiger products in Tasikmalaya City. The methode used was quantitative, involving 100 respondents as a sample. The data collected was primary, and the analysis was conducted using multiple linear regression using SPSS version 25. The results showed that simultaneously, Visual Merchandising and Durability had a positive and significant influence on Purchasing Decisions. Visual Merchandising partially showed a significant influence, while Durability partially proved belong to a significant influence on Purchasing Decisions.
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Copyright (c) 2026 Ziyad Firdaus Mutanabbi, Depy Muhamad Pauzy, Hary Firmansyah
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