Purchase Intention of Private Label Products as the Impact of Visual Merchandising and Customer Value
- 10.2991/assehr.k.200225.098How to use a DOI?
- visual merchandising, private label products
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.
- © 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 -