DARI MATA LALU TURUN KE HATI : SHOW WINDOW, FEEL GOOD DAN PURCHASE INTENT ZARA PADA KONSUMEN WANITA DI SURABAYA
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Keywords:
female shopping behaviour, consumer behaviour, show window
Abstract
This study aims to prove the effect of show window towards purchase intent mediated by feel good inZARA,Surabaya. This type of research is causal research with quantitative approach. This study using purposive sampling approach, which is a sampling technique based on the consideration or personal judgment of researchers associated with the characteristics of the population according to the research sample. Thecharacteristics is respondents who visited ZARA and make some buy after seek a show window ZARAin the last one year. Respondents in this study amounted to 168 people. The analysis in this study using a model of SEM (Structural Equation Modeling) and processed using SPSS software version 22.0 for Windows and AMOS version 22.0 for Windows for testing Measurement and Structural Model. The result of this study indicate that allhypothesis supported such show window towards purchase intent and show wndow towards purchase intent mediated by feel good.
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References
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Soars, B. (2009), “Driving sales through shoppers’ sense of sound, sight, smell and touch”, International Journal of Retail & Distribution Management, Vol. 37 No. 3, pp. 286-298.
Sweeney, J.C. and Wyber, F. (2002), “The role of cognitions and emotions in the music-approach-avoidance behavior relationship”, Journal of Services Marketing, Vol. 16 No. 1, pp. 51-69.
Teller, C. and Dennis, C. (2012), “The effect of ambient scent on consumers’ perception, emotions and behaviour: a critical review”, Journal of Marketing Management, Vol. 28 Nos 1/2, pp. 14-36.
Wagner, T. and Rudolph, T. (2010), “Towards a hierarchical theory of shopping motivation”, Journal of Retailing and Consumer Services, 17 No. 5, pp. 415-429.
Zikmund, W.G., B.J. Babin, J.C. Carr, dan M. Griffin, 2009, Business Research Methods, 8th Edition, South-Western Cengage Learning.
http://www.kompasiana.com/aushuria/evolusi-perilaku-konsumen- indonesia_522c00ee6ea834e1198b456d diakses pada tanggal 16 Maret 2017
https://wolipop.detik.com/read/2011/10/17/112336/1745538/1141/ini- dia-perbedaan-perilaku-belanja-wanita--pria diakses pada tanggal 16 Maret 2017
http://female.kompas.com/read/2013/06/14/1951248/Menata.Toko.Agar.Pengunjung.Tertarik.Belanja diakses pada tanggal 16 Maret 2017
http://www.marketing.co.id/zara-merek-miliaran-euro-tanpa-iklan/ diakses pada tanggal 22 Maret 2017
Arnold, M.J. and Reynolds, K.E. (2003), “Hedonic shopping motivations”, Journal of retailing, Vol. 79 No. 2, pp. 77-95.
Baron, R. and Kenny, D. (1986), “The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations”, Journal of Personality and Social Psychology, Vol. 51 No. 6, pp. 1173-1182.
Bone, P.F. and Ellen, P.S. (1999), “Scents in the marketplace: explaining afraction of olfaction”, Journal of Retailing, Vol. 75 No. 2, pp. 243-262.
Bhalla, S. and Anuraag, S. (2010), Visual Merchandising, McGraw Hill, New Delhi.
Diamond, J. and Diamond, E. (2007), Contemporary Visual Merchandising and Environmental Design, Pearson Prentice Hall, Upper Saddle River, NJ
Donovan, R.J. and Rossiter, J.R. (1982), “Store atmosphere: an environmental psychology approach”, Journal of Retailing, Vol. 58 No. 1, pp. 34-57.
Goldsmith, R.E. and Clark, R.A. (2008), “An analysis of factors affecting fashion opinion leadership and fashion opinion seeking”, Journal of Fashion Marketing and Management, Vol. 12 No. 3, pp. 308-322.
Hair, J.F.Jr., W.C. Black, Babin, B.J., dan R.E. Anderson, 2014, Multivariate Data Analysis, 7th Edition, Pearson.
Hattori, H. (1988), How to Understand and Use Display, Books Nippan, Carson, CA.
Jain, et al., 2014, Effects of show window on female consumers’ shopping behaviour, Journal of Consumer Marketing, Vol. 31: 380-390 Kusumowidagdo, et al., 2012, The impactof atmospheric stimuli of stores
on human behaviour, Procedia Social and Behavioural Sciences, Vol. 35 : 564 – 571
Levi, E. and Weitz, S. (2009), Retailing Management, McGraw Hill, New York, NY.
Michon, et al., 2015, Fashion orientation, shopping mall environment, and patronage intentions : A study of female fashion shoppers, Journal of Fashion Marketing and Management, Vol. 19 pp. 3 - 21
Opris¸, M. and Bra˘tucu, G. (2013), “Visual merchandising window display”, Bulletin of the Transilvania University of Bras¸ov, Vol. 6 No. 55, pp. 51-56.
.
Soars, B. (2009), “Driving sales through shoppers’ sense of sound, sight, smell and touch”, International Journal of Retail & Distribution Management, Vol. 37 No. 3, pp. 286-298.
Sweeney, J.C. and Wyber, F. (2002), “The role of cognitions and emotions in the music-approach-avoidance behavior relationship”, Journal of Services Marketing, Vol. 16 No. 1, pp. 51-69.
Teller, C. and Dennis, C. (2012), “The effect of ambient scent on consumers’ perception, emotions and behaviour: a critical review”, Journal of Marketing Management, Vol. 28 Nos 1/2, pp. 14-36.
Wagner, T. and Rudolph, T. (2010), “Towards a hierarchical theory of shopping motivation”, Journal of Retailing and Consumer Services, 17 No. 5, pp. 415-429.
Zikmund, W.G., B.J. Babin, J.C. Carr, dan M. Griffin, 2009, Business Research Methods, 8th Edition, South-Western Cengage Learning.
http://www.kompasiana.com/aushuria/evolusi-perilaku-konsumen- indonesia_522c00ee6ea834e1198b456d diakses pada tanggal 16 Maret 2017
https://wolipop.detik.com/read/2011/10/17/112336/1745538/1141/ini- dia-perbedaan-perilaku-belanja-wanita--pria diakses pada tanggal 16 Maret 2017
http://female.kompas.com/read/2013/06/14/1951248/Menata.Toko.Agar.Pengunjung.Tertarik.Belanja diakses pada tanggal 16 Maret 2017
http://www.marketing.co.id/zara-merek-miliaran-euro-tanpa-iklan/ diakses pada tanggal 22 Maret 2017
Published
2018-03-01
Section
Bidang Manajemen (M)
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