Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)

Purchase Intention of Private Label Products as the Impact of Visual Merchandising and Customer Value

Authors
Nina Maharani, Arief Helmi, Asep Mulyana, Meydia Hasan
Corresponding Author
Nina Maharani
Available Online 3 March 2020.
DOI
10.2991/assehr.k.200225.098How to use a DOI?
Keywords
visual merchandising, private label products
Abstract

The Purchase intention of private label products in Indonesia is below 10%, so it takes effort to build the purchase intention of private label products. Factors that can affect the purchase intention of private label products are visual merchandising and customer value. This study aims to develop propositions about visual merchandising, customer value and purchase intention of private label products. This research method used an article literature review by elaborating on several previous studies that have been published in Google scholar and indexed by Scopus. The results showed there was a proposition between visual merchandising, customer value and purchase intention, where visual merchandising produced customer value, customer value formed the purchase intention, and visual merchandising encouraged buying intention.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
3 March 2020
ISBN
978-94-6252-915-1
ISSN
2352-5398
DOI
10.2991/assehr.k.200225.098How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Nina Maharani
AU  - Arief Helmi
AU  - Asep Mulyana
AU  - Meydia Hasan
PY  - 2020
DA  - 2020/03/03
TI  - Purchase Intention of Private Label Products as the Impact of Visual Merchandising and Customer Value
BT  - Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes 2019)
PB  - Atlantis Press
SP  - 461
EP  - 464
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200225.098
DO  - 10.2991/assehr.k.200225.098
ID  - Maharani2020
ER  -