Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

The Influence of Product Display and Motivation on Purchasing Decisions at UD Putra TS Baribis Majalengka

Date Published : 15 September 2026

Contributors

Emi Amelia

institut budi utomo nasional
Corresponding Author

Keywords

product display consumer motivation purchasing decision.

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study examines the influence of product display and consumer motivation on consumer purchasing decisions within the fashion retail sector in Indonesia. Increasing competition in the fashion industry demands that retailers understand key determinants that encourage consumers to finalize purchase decisions. A quantitative verificative method was employed to empirically test the relationships among the variables. Data were collected from 96 respondents through a structured questionnaire using purposive sampling, and analyzed using multiple linear regression, correlation, and coefficient of determination tests through SPSS 25.0. The results demonstrate that both product display and consumer motivation significantly influence purchasing decisions, indicating that well-designed visual merchandising and strong motivational drivers play a substantial role in shaping consumer buying behavior. These findings reinforce the theoretical perspective that purchasing decisions are formed through a combination of external stimulus and internal psychological factors. The study contributes to expanding empirical evidence related to consumer behavior in local fashion retail contexts, offering insights for researchers and industry practitioners seeking to understand determinants of purchase decision formation.

References

Alma, B. (2020). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Amirullah. (2021). Pengantar manajemen. Jakarta: Mitra Wacana Media.
Arikunto, S. (2019). Prosedur penelitian: Suatu pendekatan praktik. Jakarta: Rineka Cipta.
Azwar, S. (2021). Metode penelitian. Yogyakarta: Pustaka Pelajar.
Basu, S., & Handoko, H. (2018). Manajemen pemasaran: Analisa dan perilaku konsumen. Yogyakarta: BPFE.
Basu, S., & Irawan. (2018). Manajemen pemasaran modern. Yogyakarta: Liberty.
Davidson, W. R., Sweeney, D. J., & Stampfl, R. W. (2018). Retailing management (6th ed.). Canada: John Wiley & Sons.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2019). Perilaku konsumen. Tangerang: Binarupa Aksara.
Fadila, D., & Ridho, S. L. Z. (2020). Perilaku konsumen. Palembang: Citra Books Indonesia.
Ghozali, I. (2018). Aplikasi analisis multivariat dengan SPSS (4th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Hery. (2017). Analisis laporan keuangan (1st ed.). Yogyakarta: Center for Academic Publishing Services.
Joseph, G. (2020). Motivasi, persepsi, kualitas layanan, dan display produk pengaruhnya terhadap keputusan pembelian sepeda motor Honda di Manado. Jurnal EMBA, 1(4), 2303–1174.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (15th ed.). New Jersey: Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2019). Manajemen pemasaran (Edisi Terjemahan, 12th ed.). Jakarta: PT Indeks.
Kotler, P. (2021). Manajemen pemasaran (14th ed.). Jakarta: Erlangga.
Kusumayanto, D. D., & Wahyu, S. W. D. (2020). Pengaruh faktor psikologis terhadap keputusan konsumen dalam membeli notebook Acer. Jurnal Eksekutif, Februari, 1–10.
Marwansyah. (2020). Manajemen sumber daya manusia (3rd ed.). Bandung: Alfabeta.
Narimawati, U. (2018). Metodologi penelitian kualitatif dan kuantitatif: Teori dan aplikasi. Bandung: Agung Media.
Nazir, M. (2018). Metode penelitian. Bogor: Ghalia Indonesia.
Nitisusastro, M. (2022). Perilaku konsumen. Bandung: Alfabeta.
Rachman, A. M. (2022). Pengaruh display produk dan motivasi pembelian terhadap keputusan pembelian pada Kopo Factory Outlet [Undergraduate thesis, Universitas Komputer Indonesia].
Riduwan. (2020). Pengantar statistika untuk penelitian pendidikan, sosial, ekonomi, komunikasi dan bisnis. Bandung: Alfabeta.
Saladin, D., & Buchory, H. A. (2020). Manajemen pemasaran: Ringkasan praktis, teori, aplikasi, dan tanya jawab. Bandung: Linda Karya.
Schiffman, L., & Kanuk, A. (2021). Analisa marketing mix, lingkungan sosial, psikologi terhadap keputusan pembelian online pakaian wanita. Jurnal Manajemen Pemasaran Petra, 1(2).
Sigit, S. (2021). Pemasaran praktis. Yogyakarta: Gadjah Mada University Press.
Singarimbun, M. (2011). Metode penelitian survei. Jakarta: LP3ES.
Smith, D. L. (2021). Advanced cardiovascular exercise physiology. USA: Human Kinetics.
Sofyan, I. L., Pradhanawati, A., & Nugraha, H. S. (2020). Pengaruh fasilitas dan kualitas pelayanan terhadap loyalitas melalui kepuasan konsumen sebagai variabel intervening pada Star Clean Car Wash Semarang. Jurnal Ilmu Administrasi Bisnis, 1–10.
Sopiah, & Syihabudin. (2018). Manajemen bisnis ritel. Yogyakarta: Andi Offset.
Stanton, W. J. (2017). Prinsip pemasaran (7th ed.). Jakarta: Erlangga.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan kombinasi (mixed methods). Bandung: Alfabeta.
Sumarwan, U. (2022). Perilaku konsumen. Jakarta: Ghalia Indonesia.
Supranto, J. (2018). Teknik sampling untuk survei dan eksperimen. Jakarta: Rineka Cipta.
Suryani, T. (2018). Perilaku konsumen: Implikasi pada strategi pemasaran. Yogyakarta: Graha Ilmu.
Tjiptono, F. (2022). Pemasaran jasa: Prinsip, penerapan dan penelitian. Yogyakarta: Andi Offset.
Umar, H. (2019). Metode penelitian untuk skripsi dan tesis. Jakarta: Rajawali Press.
Wahyuni, D. U. (2020). Pengaruh motivasi, persepsi, dan sikap konsumen terhadap keputusan pembelian sepeda motor merek Honda di Surabaya Barat [Published undergraduate thesis].
Zakiyah, N. (2022). Pengaruh display produk dan motivasi belanja berdasarkan kesenangan (hedonic) terhadap pembelian impulsif (Suatu survei pada konsumen CV. Rabbani Asysa Jl. Dipatiukur Bandung) [Undergraduate thesis, Universitas Komputer Indonesia].
Hartono, R., & Pertiwi, D. (2022). Factors influencing purchasing decisions in the retail fashion industry. Journal of Marketing Research, 14(2), 112–123.
Kim, H., & Kim, S. (2020). Store environment and consumer purchase decisions in fashion retail. International Journal of Retail & Distribution Management, 48(3), 245–260.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2020). Marketing. Cengage Learning.
Solomon, M. R. (2019). Consumer Behavior (13th ed.). Pearson.

Downloads

How to Cite

The Influence of Product Display and Motivation on Purchasing Decisions at UD Putra TS Baribis Majalengka (E. A. Emi Amelia, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 768-777. https://conference.unsil.ac.id/ismart/paper/view/267