THE INFLUENCE OF STORE ATMOSPHERE AND DISPLAY LAYOUT ON CUSTOMER REPURCHASE INTENTION IN SUPERMARKET (A SURVEY IN BEKASI REGION, INDONESIA)

Abstract

Purpose – Store atmosphere is non-physical attraction and stores display layout is a physical attraction which both variables can affect the emotional states of pleasure and arousal and also affect approach or avoidance from customers. Therefore, the purpose of this study is to identify the factors which influence customer repurchase intention using store atmosphere and store display layout. Design/methodology/approach – This study using a survey method and distributed in the form of the questionnaire as the instrument tool. By using purposive sampling technique, the questionnaire filled up by 400 respondents that are usually shopping at a supermarket in Bekasi region, Indonesia. The data collected were analyzed with the structural equation model Findings – This research revealed that repurchase intention was affected by store atmosphere which comprising 6 sub-dimensions: cleanliness, music, scent, temperature, lighting, color. Store display layout which also divided into 3 sub-dimensions; product assortment, store design/layout, and window display. It was found that both variables store atmosphere and display layout are given a significant role to affect repurchase intention in supermarket. Originality/value – This study was the first study that assess whether store atmosphere and display/layout have a significant impact on customers repurchase buying by using these sub-dimensions; cleanliness, music, scent, temperature, lighting, color, product assortment, store design/layout, and window display at supermarket Bekasi region.