The Effect of Store Attributes Towards Store Format Choice for Beauty Products on Y Generation
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There is a growth potential for beauty products in Indonesia. Jakarta as a capital city and the surrounding areas, which have many malls opening with beauty stores inside, comes with various store formats. This study aims to investigate the influence of store attributes toward patronage intention on Y generation consumers that leads to beauty products store format choice. Store formats investigated in this study were department store and specialty store, where is known that there is a tight competition. Data were taken from 240 respondents who bought beauty product at least once in a month. This study was analyzed using structural equation modeling (SEM), mediation regression, and independent t-test. After processing the data, it was shown that the relation between the atmosphere and merchandising of store attribute’s dimension to patronage intention was statistically significant through satisfaction as mediator. Meanwhile, there was a significant direct relation between the price of store attribute’s dimension to patronage intention. The result of mediation regression showed that satisfaction mediated partially in the relation between store attributes and patronage intention. Independent t-test showed that there was a significant difference in consumer perception toward products at a department store and specialty store.
- © 2021, the Authors. Published by Atlantis Press.
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Cite this article
TY - CONF AU - Audy Daniaguitrianda Mutiarani AU - Rifelly Dewi Astuti PY - 2021 DA - 2021/09/02 TI - The Effect of Store Attributes Towards Store Format Choice for Beauty Products on Y Generation BT - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) PB - Atlantis Press SP - 540 EP - 545 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210831.105 DO - 10.2991/aebmr.k.210831.105 ID - Mutiarani2021 ER -