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.
