Dampak Visual Complexity Terhadap Minat Beli Konsumen dalam Bisnis Ritel

Abstract

Abstract. Along with the rapid economic growth in Indonesia, high buying power led to significant emergence of new-comers brand in retail market. Bottled tea business that used to dominated by two brands, now become highly competitive with more than 20 brands in the market, also an increase in chocolate consumption by more than 25 percent per year making chocolate display in supermarkets become remarkably widespread. This is challenge for manufacturers and retailers to develop strategy to gain maximum profit. This research aims to analyze the effect of display's visual complexity on consumers evaluation process and purchase intention. This research also analyzes the effect of consumer field dependence and shopping goal on perceived target attractiveness. This research consists of 3 experimental studies, each in ANOVA 2x2. Study 1 analyze abstract stimuli, study 2 analyze real product and study 3 complements with eye tracking data. The results prove that the more complex is the product's display, the more product target attractiveness will be rated lower, especially for utilitarian customer with field dependent character. Keywords: Package, processing fluency, purchase intention, retail, visual complexity

Pengaruh Service Quality, Store Astmosfer, Price Fairness, Customer Satisfaction, Dan Customer Loyalty Pada Industri Coffee Shop Di Kalangan Anak Muda Dki Jakarta

“…Suasana toko mengacu pada desain lingkungan melalui komunikasi visual, cahaya, warna, musik, dan wewangian untuk merangsang reaksi, persepsi, dan emosi pelanggan, dan pada akhirnya citra memengaruhi perilaku pembelian mereka. Menurut (Utami, 2014) "Store atmosphere merupakan gabungan dari karakteristik fisik toko, seperti arsitektur, tata letak, pencahayaan, tampilan, warna, temperatur, musik, aroma secara keseluruhan, yang menciptakan suatu gambar di toko. Bentuk konsumen".…”