The Role of Elements in Visual Merchandising on Impulsive Buying in Retail Stores (Study on SW Market Stores in Bantul)
DOI:
https://doi.org/10.61487/jssbs.v2i4.120Keywords:
visual merchandising, impulse buying, retail storesAbstract
This study aims to examine the influence of elements in visual merchandising on impulsive buying behavior at a minimarket called SW Market. Visual merchandising, which includes store layout, product display, and employee interaction, is considered important in influencing impulsive buying. We collected data from 190 respondents who had recent shopping experiences at a minimarket using a survey approach and a Likert-scale questionnaire. The results show that a well-structured store layout facilitates consumer navigation, while attractive product displays increase visual appeal and the desire to buy impulsively. In addition, positive interactions with employees create a pleasant shopping atmosphere and encourage spontaneous purchasing decisions. This study also found that the combination of the three elements has a significant synergistic impact on impulsive buying behavior. These findings provide practical implications for retailers to optimize visual merchandising strategies to improve shopping and sales experiences. This study contributes to the literature on consumer behavior with a focus on the unique dynamics of minimarkets in Indonesia.
References
Çakanlar, A., & Nguyen, T. (2019). The Influence of Culture on Impulse Buying. Journal of Consumer Marketing, 36(1), 12–23. https://doi.org/10.1108/jcm-03-2017-2139
Cant, M. C., & Wiid, J. A. (2020). Visual Merchandising Elements: Drivers of Retail Strategies? Journal of Applied Business Research (Jabr), 36(5), 197–204. https://doi.org/10.19030/jabr.v36i5.10358
Coucke, N., Vermeir, I., Slabbinck, H., & Kerckhove, A. V. (2019). Show Me More! The Influence of Visibility on Sustainable Food Choices. Foods, 8(6), 186. https://doi.org/10.3390/foods8060186
Hussain, S., & Siddiqui, D. A. (2019). The Influence of Impulsive Personality Traits and Store Environment on Impulse Buying of Consumer in Karachi. International Journal of Business Administration, 10(3), 50. https://doi.org/10.5430/ijba.v10n3p50
Hwangbo, H., Kim, J., Lee, Z., & Kim, S. (2017). Store layout optimization using indoor positioning system. International Journal of Distributed Sensor Networks, 13(2). https://doi.org/10.1177/1550147717692585
Iberahim, H., Zulkurnain, N. A. Z., Shah, R. N. S. R. A., & Rosli, S. Q. (2019). Visual Merchandising and Customers’ Impulse Buying Behavior: A Case of a Fashion Specialty Store. International Journal of Service Management and Sustainability, 4(1). https://doi.org/10.24191/ijsms.v4i1.8141
Ijaz, M. F., Tao, W., Rhee, J., Kang, Y. S., & Alfian, G. (2016). Efficient digital signage-based online store layout: An experimental study. Sustainability (Switzerland), 8(6). https://doi.org/10.3390/su8060511
Jain, V., Takayanagi, M., & Malthouse, E. C. (2014). Effects of Show Windows on Female Consumers’ Shopping Behaviour. Journal of Consumer Marketing, 31(5), 380–390. https://doi.org/10.1108/jcm-04-2014-0946
Keh, H. T., Wang, D., & Yan, L. (2021). Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior. Journal of Marketing, 85(5), 109–127. https://doi.org/10.1177/0022242921997359
Khisa, H., Hoque, M. E., Hanif, Md. F., Chaion, M. H., Rahman, M., Siddika, S., Uddin, Md. J., & Islam, T. (2020). Impacts of Visual Merchandising on Customer Buying Behavior in Bangladeshi Clothing Stores. European Journal of Business Management and Research, 5(6). https://doi.org/10.24018/ejbmr.2020.5.6.621
Kleef, E. v., Otten, K., & Trijp, J. C. M. v. (2012). Healthy Snacks at the Checkout Counter: A Lab and Field Study on the Impact of Shelf Arrangement and Assortment Structure on Consumer Choices. BMC Public Health, 12(1). https://doi.org/10.1186/1471-2458-12-1072
Law, D., Wong, C., & Yip, J. (2012). How does visual merchandising affect consumer affective response?: An intimate apparel experience. European Journal of Marketing, 46(1), 112–133. https://doi.org/10.1108/03090561211189266
Law, K. M., Wong, C. W., & Yip, J. (2012). How Does Visual Merchandising Affect Consumer Affective Response? European Journal of Marketing, 46(1/2), 112–133. https://doi.org/10.1108/03090561211189266
Lei, W., & Lee, J. H. (2021). The Impact of K-Beauty Social Media Influencers, Sponsorship, and Product Exposure on Consumer Acceptance of New Products. Fashion and Textiles, 8(1). https://doi.org/10.1186/s40691-020-00239-0
Lejiw, A. D. (2023). Effects of Product Pricing, Product Packaging, and Place on Consumer Buying Behavior Through Customer Satisfaction. Technium Social Sciences Journal, 48, 1–11. https://doi.org/10.47577/tssj.v48i1.9636
Lu, Y., & Seo, H. B. (2015). Developing visibility analysis for a retail store: A pilot study in a bookstore. Environment and Planning B: Planning and Design, 42(1), 95–109. https://doi.org/10.1068/b130016p
Mondol, E. P., Salman, N. A., Rahid, A. O., & Karim, A. M. (2021). The Effects of Visual Merchandising on Consumer’s Willingness to Purchase in the Fashion Retail Stores. International Journal of Academic Research in Business and Social Sciences, 11(7). https://doi.org/10.6007/ijarbss/v11-i7/10469
Nur Hidayah, M., & Komala Sari, D. (2021). Influence Of Price Discount, In-Store Display, And Shopping Lifestyle on Impulse Buying at Umama Gallery Sidoarjo. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 7(1), 154–179. https://doi.org/10.21070/jbmp.v7i1.1338
Ozcan, T., & Esnaf, S. (2013). A Discrete Constrained Optimization Using Genetic Algorithms for A Bookstore Layout.
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse Buying and Variety Seeking: A Trait-Correlates Perspective. Journal of Business Research, 63(3), 276–283. https://doi.org/10.1016/j.jbusres.2009.03.013
Sofiati, N. A., Suryati, L., Wardana, W., Trisnawati, N., Gunawan Malau, A., Sudarso, A., & Gamot Malau, A. (2023). The Model of Impulse Buying: Consider Price Discounts and Store Displays. 4(1). https://doi.org/10.38035/jafm.v4i1
Wijaya, E., & Setyawan, O. (2020). Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect It? Binus Business Review, 11(3), 209–215. https://doi.org/10.21512/bbr.v11i3.6464
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Aditya Liliyan
This work is licensed under a Creative Commons Attribution 4.0 International License.
