{"id":1852,"date":"2016-06-08T09:48:22","date_gmt":"2016-06-08T02:48:22","guid":{"rendered":"http:\/\/library.uc.ac.id\/?p=1852"},"modified":"2016-06-08T09:48:22","modified_gmt":"2016-06-08T02:48:22","slug":"italk-retail-beyond-imagination","status":"publish","type":"post","link":"https:\/\/www.ciputra.ac.id\/library\/en\/italk-retail-beyond-imagination\/","title":{"rendered":"iTalk: \u201cRETAIL BEYOND IMAGINATION\u201d"},"content":{"rendered":"

Retail Beyond Imagination menjadi tema i\u2019Talk (Innovation Talk) bulan Juni.\u00a0Tepatnya pada Selasa, 7 Juni\u00a02016 lalu, hadir sebagai narasumber, adalah Ibu\u00a0Dr. Christina Whidya Utami, S.E., M.M. dan Bpk.\u00a0Teofilus, S.E., M.M. sebagai perwakilan dari\u00a0program studi IBM. Di sini Bu Utami dan Pak Teofilus menjelaskan\u00a0mengenai visual merchandising<\/em> dan impulse buying<\/em>. Impulse buying<\/em> adalah orang yang tidak merencanakan sesuatu dalam belanja. Konsumen tidak terpikir untuk membeli produk tertentu. Tetapi merekan langsung melakukan pembelian karena ketertarikan pada produk saat itu juga. Kecenderungan dilakukan secara spontan, reflek, tiba-tiba, dsb. Impulse buying bisa terjadi dimana saja dan kapan saja.<\/p>\n

Fenomena Impulse Buying<\/em><\/strong><\/p>\n

Ternyata pembelanja impulse buying<\/em> lebih banyak tingkat kemungkinannya, dibandingkan dengan pembelanjaan yang direncanakan. Memang terlihat wajar jika seorang konsumen datang ke supermarket karena dorongan membeli sesuatu. Pemasaran yang seperti ini dilakukan yang bertujuan agar menarik konsumen melakukan impulse buying.<\/em><\/p>\n

Ada beberapa hal yang mempengaruhi konsumen untuk impulse buying<\/em>, adalah:<\/p>\n

    \n
  1. Produk yang memiliki kesempatan untuk terjadinya impulse buying<\/em>. Umumnya adalah menawarkan produk yang berharga rendah sehingga konsumen tidak perlu berpikir panjang lagi untuk membelinya.<\/li>\n<\/ol>\n
      \n
    1. Produk-produk yang memiliki masa advertising<\/em>, sehingga ketika berbelanja konsumen ini ingat bahwa produk tersebut pernah dilihat dalam iklan di televisi maupun iklan online.<\/li>\n
    2. Produk-produk dalam ukuran kecil dan mudah disimpan, biasanya konsumen mengambil produk ini karena di anggap murah dan tidak terlalu membebani keranjang belanjaannya.<\/li>\n<\/ol>\n
        \n
      1. Hal lain yang bisa mempengaruhi orang melakukan impulse buying<\/em> adalah produk \u201cself service\u201d<\/em>. Misalnya konsumen ini bisa menuang sendiri minumannya atau konsumen bisa langsung memanaskan makanan lewat microwave.<\/em><\/li>\n<\/ol>\n

        Beberapa kesimpulan yang bisa didapatkan:<\/p>\n

          \n
        1. Berdasarkan hasil penelitian maka peran dan juga susunan visual merchandising<\/em> dalam store<\/em> harus ditingkat demi terciptanya lebih lagi impulse buying dan juga penguatan brand image dimata pelanggan (customer). Penguatan visual merchandising<\/em> seperti: penambahan wallpaper dalam interior store ataupun sofa set agar customer lebih nyaman. Ataupun perpaduan warna dan wallpaper agar visual merchandising<\/em> yang tercipta menjadi lebih kuat lagi.<\/li>\n
        2. Customer experience<\/em> yang tercipta sudah baik karena keramahan dari pelayanan akan tetapi hal tersebut harus lebih lagi ditingkatkan agar timbulnya impulse buying<\/em> dan kuatnya brand image<\/em> Apabila visual merchandising<\/em> ditingkatkan maka customer experience<\/em> juga dapat lebih banyak lagi tercipta dan juga penguatan brand image<\/em> yang kemudian banyaknya impulse buying<\/em> yang tercipta.<\/li>\n
        3. Variabel impulse buying<\/em> yang tercipta dapat juga memperkuat brand image<\/em> perusahaan secara langsung sehingga brand image<\/em> tercipta akibat impulse buying,<\/em> selain fakor visual merchandising<\/em> dan customer experience<\/em>. Jadi, penambahan elemen visual merchandising<\/em> dapat memperkuat brand image<\/em> dan impulse buying.<\/em><\/li>\n<\/ol>\n

          Sekitar pkl. 12.00 wib acara selesai dan ditutup oleh penampilan dari UKM Band Resonance.<\/p>\n

          \"1\"<\/a><\/p>\n

          \"2\"<\/a><\/p>\n

           <\/p>\n

           <\/p>\n","protected":false},"excerpt":{"rendered":"

          Retail Beyond Imagination menjadi tema i\u2019Talk (Innovation Talk) bulan Juni.\u00a0Tepatnya pada Selasa, 7 Juni\u00a02016 lalu, hadir sebagai narasumber, adalah Ibu\u00a0Dr. Christina Whidya Utami, S.E., M.M. dan Bpk.\u00a0Teofilus, S.E., M.M. sebagai perwakilan dari\u00a0program studi IBM. Di sini Bu Utami dan Pak Teofilus menjelaskan\u00a0mengenai visual merchandising dan impulse buying. Impulse buying adalah orang yang tidak merencanakan sesuatu…<\/p>\n","protected":false},"author":1,"featured_media":1853,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news"],"yoast_head":"\niTalk: \u201cRETAIL BEYOND IMAGINATION\u201d - Library<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ciputra.ac.id\/library\/italk-retail-beyond-imagination\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iTalk: \u201cRETAIL BEYOND IMAGINATION\u201d - Library\" \/>\n<meta property=\"og:description\" content=\"Retail Beyond Imagination menjadi tema i\u2019Talk (Innovation Talk) bulan Juni.\u00a0Tepatnya pada Selasa, 7 Juni\u00a02016 lalu, hadir sebagai narasumber, adalah Ibu\u00a0Dr. Christina Whidya Utami, S.E., M.M. dan Bpk.\u00a0Teofilus, S.E., M.M. sebagai perwakilan dari\u00a0program studi IBM. 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