PEMETAAN STORE DESIGN DAN VISUAL MERCHANDISING DISTRO DI KOTA BANDUNG
PEMETAAN STORE DESIGN DAN VISUAL MERCHANDISING DISTRO DI KOTA BANDUNG
Author : JURRY HATAMMIMI; BRHIYAWAN REVIYNTO HENNINO CENDEKIA Published on : Jurnal Manajemen dan Bisnis Indonesia (JMBI) (Pengurus Pusat Forum Manajemen Indonesia (FMI))
Abstract
One of the evidence of creative industry growth in fashion sector in the city of Bandung is the establishment of many distro or distribution outlet. There are 4 distro that has the highest sales level, i.e Ouval Research, Unkl347, Dloops, and Black Id. The four distro were trying to show differentiation also in terms of store design and visual merchandising to make up the store uniqueness and influencing buying behavior. This study discusses the perceptual map of store design and visual merchandising which applied by each distro. By using Multi Dimensional Scaling, there are consumer assessment in making perceptual maps include shopping convenience, easy to find goods, shopping experience, signage, entrance, cash wraps, promotional aisle, windows, fitting room, traffic flow, alignment rack with the theme, the attractiveness of presentation techniques, and impulse purchase. The research shows Ouval Research superior in largely indicators namely shopping convenience, easy to find goods, shopping experience, signage, entrance, promotional aisle, windows, fitting room, the attractiveness of presentation techniques, and impulse purchase. Unkl347 win in two indicators namely cash wraps and alignment rack with the theme. Dloops only win in the traffic flow indicator. Black Id ranks fourth at all indicators.
