THE INFLUENCE OF VISUAL MERCHANDISING AND STORE IMAGE TOWARD SHOPPER BEHAVIOR IN RETAILED SETTING (A CASE STUDY OF ACE HARDWARE INDONESIA IN JAKARTA AND BEKASI)

Abstract

The present study attempts to identify the important visual merchandising factors and store image to examine the relationships of those factors toward shopper behaviors in the context of home furnishings retail setting case of Ace Hardware Indonesia in Jakarta and Bekasi. The analytical method used is quantitative analysis. Non-probability sampling is used as sampling technique which is judgmental sampling. In this research, the data collected are primary data, by spreading questionnaire to the sample size of 130 respondents. Inside the questionnaire, tool for measure the degree of agreement from respondents is Likert Scale. The result of research shows that window merchandise display (x1), store environment (x5) and merchandise assortment (x6) have partial significant toward shopper behavior(Y). The coefficient of determination has value of 68.3% which means that visual merchandising and store image has influence 68.3% on shopper behavior and 68.3% of shopper behavior has influence by visual merchandising and store image.