Developing customer inspiration in XYZ retail stores

• Authors: Valencia Tanjung , Yosef Budi Susanto , Agustinus Rusdianto Berto

Abstracts

EN

Many retailers have low sales due to the difficulty in the purchase decision of their customers. Previous research shows the lack of studies on the impact of store interiors on purchase decisions. This study aims to find out various visual merchandising factors that affect purchase intentions at XYZ retail stores and focuses on visual merchandising itself, as well as store environment and customer inspiration factors that affect customer behaviour. The non-probability sampling technique with analysing 140 respondents using an online questionnaire with SMART PLS was used to conduct this research. The results show that customer inspirations directly influence customers’ purchase intentions. Visual merchandising and store environment indirectly affect purchase intention as well, mediated by customer inspirations. The customer inspiration variable is in the good category in the XYZ store. It is recommended to use quick response in visual merchandising and develop a store environment virtually that can be connected to a customer’s device.

Keywords

EN

visual merchandisin; customer inspiration; purchase intention; retail store; store environment

• Publisher: Szkoła Główna Handlowa w Warszawie. Kolegium Zarządzania i Finansów
• Journal: Journal of Management and Financial Sciences
• Year: 2023
• Issue: 47
• Pages: 35-49

Dates

published

2023

Contributors

author

Valencia Tanjung

• Universitas Multimedia Nusantara, Indonesia

• https://orcid.org/0009000492912273

author

Yosef Budi Susanto

• Universitas Multimedia Nusantara, Indonesia

author

Agustinus Rusdianto Berto

• Universitas Multimedia Nusantara, Indonesia

• https://orcid.org/0000000344457937

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Identifiers

DOI

10.33119/JMFS.2023.47.3

Biblioteka Nauki

18105219