THE INFLUENCE OF VISUAL MERCHANDISING OF IKEA ALAM SUTERA STORE TOWARD PURCHASE INTENTION

Abstract

Purpose The purpose of this research is to find out the influence of Visual Merchandising, specifically on every dimensions of it toward the purchase intention. Which one from Merchandise Display, Layout & Organization, Creative Style and Trend Coordination, Signage and Graphic and Store Environments that influence most to Purchase Intention. Design/Methodology/Approach This research is conducted using quantitative method and primary data through online questionnaire and offline questionnaire. The sample size is 301 respondents that get from people with age range 17-55 years old that visited IKEA Alam Sutera, Serpong. Statistical tool is utilized to find the construct validity of data using factor analysis technique and reliability test in conducted by seeing the value of Cronbach Alpha. The hypothesis testing is conducted use Multiple Regression method which is got the results from classical assumption test first. Findings Results that get from factor analysis and multiple regression analysis show that between the dimension of Visual Merchandising which is Merchandise Display, Store Layout and Organization, Creative Style and Trend Coordination, Signage and Graphics and Store Environments, only two variable which are Creative Style & Trend Coordination and signage & Graphic as a part of Visual Merchandising of IKEA that significantly influence Purchase Intention. Originality/value This is the first study in President University students about the influence of Visual Merchandising of IKEA Alam Sutera Store in Serpong toward Purchase Intention which is the company that run in furniture retail type. The previous research is discussed Visual Merchandising but taking supermarket and fashion store as the object, there is also discuss the furniture store case but not take the IKEA Alam Sutera Serpong as the object and some of previous research show the positive influence among the hypothesis.