PENGARUH PHYSICAL ENVIRONMENT, VISUAL MERCHANDISING, DAN PRICE PERCEPTION SERTA BRAND AUTHENTICITY TERHADAP SATISFACTION MELALUI EMOTION DAN PURCHASE DECISION PADA PENGUNJUNG MR DIY DI KOTA SAMARINDA --

ABSTRAK
Tujuan penelitian ini adalah untuk menganalisis dan membuktikan pengaruh
Physical Environment, Visual Merchandising, dan Price Perception serta Brand
Authenticity terhadap Satisfaction melalui Emotion dan Purchase Decision pada
pengunjung MR DIY di Kota Samarinda. Penelitian ini menggunakan sample 145
responden yang berasal dari masyarakat di Kota Samarinda. Skala pengukuran
menggunakan skala likert dengan skor 1-5. Penyebaran kuesioner pada penelitian ini
menggunakan metode Accidental Random Sampling dan hasil jawaban responden
yang telah diperoleh diolah dalam bentuk data yang dianalisis menggunakan Structural
Equation Modelling (SEM) melalui software IBM AMOS versi 23 dan SPSS versi 23.
Dalam penelitian ini membuktikan dugaan hubungan variabel atau hipotesis sebanyak
15 hipotesis dengan dilakukan uji validitas dan uji reliabilitas, selanjutnya dilakukan uji
estimasi dan uji structural model fit. Setelah melakukan pengujian data maka
mendapatkan hasil penelitian yaitu 8 hipotesis diterima dan 7 hipotesis ditolak.
Berdasarkan model structural dapat dibuktikan bahwa Physical Environment,
Visual Merchandising dan Price Perception serta Brand Authenticity berpengaruh
signifikan terhadap Emotion; Price Perception berpengaruh signifikan terhadap
Purchase Decision; Emotion dan Purchase Decision berpengaruh signifikan terhadap
Satisfaction; Physical Environment, Visual Merchandising dan Brand Authenticity
berpengaruh tidak signifikan terhadap Purchase Decision; Physical Environment, Visual
Merchandising, dan Price Perception serta Brand Authenticity berpengaruh tidak
signifikan terhadap Satisfaction pada pengunjung MR DIY di Kota Samarinda.
Kata Kunci: Brand Authenticity, Emotion, MR DIY, Physical Environment, Price
Perception, Purchase Decision, Visual Merchandising, Satisfaction.
ABSTRACT
The purpose of this study was to analyze and prove the effect of Physical
Environment, Visual Merchandising, and Price Perception and Brand Authenticity on
Satisfaction through Emotion and Purchase Decision on visitors to MR DIY in Samarinda
City. This study used a sample of 145 respondents from the community in Samarinda
City. The measurement scale uses a Likert scale with a score of 1-5. The distribution of
questionnaires in this study used the Accidental Random Sampling method and the
results of the respondents' answers that had been obtained were processed in the form
of data analyzed using Structural Equation Modeling (SEM) through IBM AMOS software
version 23 and SPSS version 23. In this study, it proves the alleged relationship between
variables or hypotheses as many as 15 hypotheses by conducting validity and reliability
tests, then estimation tests and structural model fit tests. After testing the data, the
results of the study were 8 hypotheses accepted and 7 hypotheses rejected.
Based on the structural model, it can be proven that Physical Environment,
Visual Merchandising and Price Perception and Brand Authenticity have a significant
effect on Emotion; Price Perception has a significant effect on Purchase Decision;
Emotion and Purchase Decision have a significant effect on Satisfaction; Physical
Environment, Visual Merchandising and Brand Authenticity have an insignificant effect
on Purchase Decision; Physical Environment, Visual Merchandising, and Price
Perception and Brand Authenticity have an insignificant effect on Satisfaction for visitors
to MR DIY in Samarinda City.
Keyword: Brand Authenticity, Emotion, MR DIY, Physical Environment, Price
Perception, Purchase Decision, Visual Merchandising, Satisfaction.