The Effect of Visual Merchandising on Impulse Buying in Increasing Sales on Coffee Shops Business

The purpose of this research is to find out the effect of visual merchandising and impulse buying to increase sales in the Coffee Shop industry. This research uses a quantitative approach and uses a survey data collection tool in form of Google Forms with the object from Coffee Shop customers. The analysis found that the effect of visual merchandising is positive towards the customers’ impulse buying. Visual merchandising and impulse buying also has a significant effect on increasing sales on coffeeshop business. This study contains a limited discussion of visual merchandising, impulse purchasing, and sales in the coffee shop industry. This research was also conducted in a brief period of time using variables and hypotheses from prior research that were more thoroughly developed. This research is beneficial for Coffee Shop retailers in discovering the positive effects of visual merchandising on businesses’ ability to increase sales by attracting customer interest. This study illustrates the extent to which visual merchandising has a significant impact on Coffee Shop sales by inducing a desire to purchase or curiosity in customers.