PENGARUH VISUAL MERCHANDISING KKV GALAXY MALL SURABAYA TERHADAP REPURCHASE INTENTION DENGAN SHOPPING LIFESTYLE SEBAGAI VARIABEL MODERASI DAN IMPULSIVE BUYING SEBAGAI VARIABEL MEDIASI

Abstract

This research aims to analyze the influence of Visual Merchandising at KKV Galaxy Mall Surabaya on Repurchase Intention, with Shopping Lifestyle as a moderating variable and Impulsive Buying as a mediating variable. Data collection for this research was conducted through direct surveys at KKV Galaxy Mall and online via Line, Whatsapp, and Instagram. A total of 124 respondents were successfully obtained and their data processed. The data analysis technique used was Partial Least Square (PLS). The results of this final research project indicate that Visual Merchandising does not have a significant effect on Repurchase Intention, Visual Merchandising has an effect on Impulsive Buying, Impulsive Buying has an effect on Repurchase Intention, Impulsive Buying significantly mediates the relationship between Visual Merchandising and Repurchase Intention, and Shopping Lifestyle does not moderate the relationship between Visual Merchandising and Repurchase Intention of KKV Galaxy Mall Surabaya customers