ANALYSIS OF VISUAL MERCHANDISING INFLUENCE ON CONSUMER BUYING BEHAVIOR IN FASHION RETAILED SETTING

Abstract

The present study attempts to identify the important of visual merchandising factors (Merchandise Display, Store Layout, Signage and Atmospheric) to examine the relationship of those factors towards consumer buying behavior in the context of fashion retail setting case of UNIQLO Indonesia at Jakarta. The purpose of this research is to analyze the effect of Merchandise Display, Store Layout, Signage, and Atmospheric towards Consumer Buying Behavior. In this research, the analytical method used is quantitative method with purposive sampling. In addition, the data collection method used is primary data by spreading online questionnaires with the sample size of 100 respondents. The data obtained are analyzed in the form of quantitative analysis, includes pre-test for reliability and validity; classical assumption and lastly for hypotheses through T-test, F-test, and coefficient of determination (R2) with the significant level of 0.05. Result of the T-Test analysis found that Merchandise Display, and Atmospheric are partially have significant influence on Consumer Buying Behavior. Hypothesis testing using F-test showed that all Visual Merchandising dimensions have simultaneous significant influence to the Consumer Buying Behavior. Adjusted R2 of 0.656 indicates 65.6% of the variations of Consumer Buying Behavior can be explained by the four independent variables used in the regression equation while the rest of 34.4% is explained by the other variable that are not studied in this research such as marketing strategy and advertising