Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta

Abstract

The phenomenon of the proliferation of retail business in Indonesia would be coupled with a very tight competition among them. Retailer has forces to create the right strategy in attracting consumers' buying. This research is analyzing the factors that influence impulse buying which measured by variables as visual merchandising, store atmosphere and private label product. The data is obtained by distribute questionnaire to 125 respondents. The hypothesis is tested using Structural Equation Models (SEM) with Partial Least Square (PLS) as statistical tools. The result revealed visual merchandising which is measured by windows display, mannequin, floor merchandising and assortment has positive and significant effect on impulse buying. Attractive store atmosphere has positive and significant effect on it which is measured by lighting, layout, visual communication (color) and scent on the store. The mount of impulse buying can also be affected by creating private label product. The unique packaging and low price really diluted by consumers. These three aspects proved become determinant factors affecting impulse buying

Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it?

“…It is in line with the result of the hypothesis test that visual merchandising has a positive and significant impact on impulse buying behavior. The result is in line with research by Pancaningrum (2017) and Widyastuti (2018). However, it is different from Muthiah et al (2018) and Sudarsono (2017).…”

“…If salespeople observe consumers' needs and give them the information, it will increase the chances of purchase (Rasheed, Yaqup, and Baig, 2017). Akram, Hui, Khan, Hashim, and Rasheed (2016), Choirul and Artanti (2019), Febriana (2017), Pratomo and Supriono (2017), Rasheed et al (2017), and Widyastuti (2018) agreed that store atmosphere significantly influenced the increase of impulse buying.…”

“…It is a determining factor for modern retail in winning the business competition. Pancaningrum (2017) and Widyastuti (2018) found that visual merchandising significantly influenced the increase in impulse buying. However, it is different from Muthiah, Parawansa, and Munir (2018) and Sudarsono (2017).…”

Osteoporosis-Concerned Group and Empowering Elderly Model to Increase Calcium Intake: a Study Among Indonesian Elderly

“…Declining of brain function in elderly will have the negative effect on their ability to maintain their activities and health (Widyastuti, 2004). Optimal functioned brain will keep the functions of various systems in the body.…”

The Role of Visual Merchandise in Changing the Purchase Decision of Shoppers within Retail Stores in Jordan

“…The investigation infers that the previously mentioned orders with respect to the visual viewpoint, would end up being of tremendous help in setting up a boutique in a successful way and that it can spare time, cash, and gain steadfast and also long haul clients. Based on that, there are several aspects that may influence the idea of visual merchandising communication; these elements include: graphics and signage, trends and moot boards, space management, numeric and visuals, uniform and mannequins, synergy among the different stalls, out of the box thinking, merchandise planning, and range planning (Widyastuti, 2018). However, the most apparent and usable visual merchandize elements are (Ha et al, 2007).…”