Abstract:
This study was about the perception of customer on visual merchandise
elements and store image element in supermarket. It is important to find out the
factors that influence the customer perception of supermarket and customer
satisfaction. In this thesis, the researcher used questionnaires with Likert buyer
and 432 samples to analyze and collected data statistical software was used.
The variable used in this study are key visual merchandise elements and store
elements as the exogenous variables customer satisfaction and perception as the
endogenous variables. Customer satisfaction and perception as the endogenous
variables as the endogenous variables. The respondents of this research were
people who will go to Carrefour shopping in Cikarang. Based on the result
Merchandise Assortment 、Sales Price Signage 、Store Environment 、
Window/Merchandise、Appealing Exhibition are the most impact factor for the
customer. So in the future, customer service and retail shops should better
improve the store environment, formulate appropriate commodity prices,
increase the store shopping atmosphere, change in time to add window products
to attract customers, and increase the attractive a lot of the exhibition to attract
customers, improve customer satisfaction, improve people's perceptions of
Carrefour.
