ANALYSIS OF RETAIL FASHION STORE ATMOSPHEREON CUSTOMER EXPERIENCE AND BEHAVIORAL INTENTION AT H&M LOTTE SHOPPING AVENUE, SOUTH JAKARTA

Abstract

Purpose The purpose of this research is to study the relationship between the store atmosphere factors, customer experiences and behavioural intention at H&M Lotte Shopping Avenue, South Jakarta. Methodology Quantitative research was conducted using primary data by spreading questionnaire to anyone who have ever visited H&M Lotte Shopping Avenue with the total of 302 respondents. The questionnaire was validated through validity and reliability test. Structural Equation Modeling was used to test the theoretical framework and hypothesis of this research. Findings It is found that the attributes of store atmospheres which are background music and visual merchandising have a significant influence toward customer experience. While lighting and color have no significant influence toward customer experience. Customer experience shows a significant influence towards customer behavioral intention. Originality Author believe that this is the first study in Indonesia, which finding what the connections are about store atmosphere, customer experience, and their behavioral intention in a retail fashion store which is H&M Jakarta.