Visual Merchandising Impact on Purchase Intention Of Private Label Products at Modern Stores Nina Maharani(a)*, Arief Helmi(b), Asep Mulyana(b), Meydia Hasan(b)
a) Management Department, Faculty of Economics and Business, Bandung Islamic University, Indonesia
*nina.maharani68[at]gmail.com
b) Management Department, Faculty of Economics and Business, Padjadjaran University Bandung, Indonesia
Abstract
The rapid growth of modern shops such as minimarkets, supermarkets and hypermarkets in Indonesia has led to intense competition among these stores. One of the strategies that can be used to attract consumer purchase intentions is the application of visual merchandising. The purpose of this study is to: determine the dominant dimension in shaping the visual merchandising variable and how much impact visual merchandising has on the purchase intention of private label products in modern stores. The data collection method used questionnaires to 125 consumers who bought private label products in modern shops. Hypothesis testing uses the statistical tool Structural Equation Model with the Partial Least Square (SEM - PLS) approach. The results showed that the most dominant dimension forming visual merchandising variables is shelf management, and visual merchandising has a significant effect on purchase intention of private label products.
