THE EFFECT OF STORE ENVIRONMENT ON CONSUMER EVALUATIONS AND BEHAVIOR TOWARD ADIDAS SPORTS-WEAR RETAILERS A SURVEY OF ADIDAS CONSUMERS IN CIKARANG

Abstract

Indonesia is the 4th most populous countries in the world and she has a big market toward sport-wear retailers. This research has the objective to analyze the relationship among Social cues, Design cues, Ambient cues, Merchandise Cues, Cognitive evaluations toward the store/merchandise, Affective evaluations toward the store and Affective evaluations toward the merchandise toward consumer evaluations and behavior (approach-avoidance behavior). The objective of this research are to determine to what extent social cues, design cues, and ambient cues, merchandise cues cognitive and affective evaluations toward store/merchandise can affect consumer evaluation and behavior towards single-brand sport-wear retailers in Cikarang. The primary data were collected through administration of questionnaires which was distributed to the people live in Cikarang from November, 1st to December 10th. The sample consists of 438 respondents. The primary data were analyzed using SEM. Validity test is used factor analysis and the Reliability used statistic is Cronbach’s coefficient alpha. This study is expected to give input for organizations or companies to encourage consumer evaluation and behavior for a better future. In conclusion, excluding the perceived quality factor, all of the independent variables influence green purchase behavior with 57.0% contribution (R2). From all factors, design cues is the most significant factor with a contribution of 63.6%.