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

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/).

Download article (PDF)

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  -