Peran Pembelian Spontan dalam Menentukan Citra Merek Café
Cafe employers realize the importance of visual merchandising management to enhance brand image. Visual merchandising is the activity of promoting the sale of representative goods at retail outlets. Previous research showed that attractive displays can produce unexpected purchases regularly. Impulse...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Bina Nusantara University
2012-11-01
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| Series: | Binus Business Review |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/1364 |
| _version_ | 1797708701533995008 |
|---|---|
| author | Retno Dewanti Jefry Leonard Tjia Fie Tjoe |
| author_facet | Retno Dewanti Jefry Leonard Tjia Fie Tjoe |
| author_sort | Retno Dewanti |
| collection | DOAJ |
| description | Cafe employers realize the importance of visual merchandising management to enhance brand image. Visual merchandising is the activity of promoting the sale of representative goods at retail outlets. Previous research showed that attractive displays can produce unexpected purchases regularly. Impulse buying can enhance brand image. The results of this study indicate that brand image is determined by two variables together the virtual merchandising and customer experience. Virtual merchandising and customer experience influence significantly in creating unexpected purchases. The test results of path analysis show that impulse buying was important in moderating visual merchandising and customer experience to determine the brand image. Impulse buying plays a positive and significant role on the formation of brand image. |
| first_indexed | 2024-03-12T06:25:19Z |
| format | Article |
| id | doaj.art-c8b27977df884ed4b9523abf1075c733 |
| institution | Directory Open Access Journal |
| issn | 2087-1228 2476-9053 |
| language | English |
| last_indexed | 2024-03-12T06:25:19Z |
| publishDate | 2012-11-01 |
| publisher | Bina Nusantara University |
| record_format | Article |
| series | Binus Business Review |
| spelling | doaj.art-c8b27977df884ed4b9523abf1075c7332023-09-03T01:57:04ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532012-11-013281982410.21512/bbr.v3i2.13641226Peran Pembelian Spontan dalam Menentukan Citra Merek CaféRetno Dewanti0Jefry Leonard1Tjia Fie Tjoe2Bina Nusantara UniversityBina Nusantara UniversityBina Nusantara UniversityCafe employers realize the importance of visual merchandising management to enhance brand image. Visual merchandising is the activity of promoting the sale of representative goods at retail outlets. Previous research showed that attractive displays can produce unexpected purchases regularly. Impulse buying can enhance brand image. The results of this study indicate that brand image is determined by two variables together the virtual merchandising and customer experience. Virtual merchandising and customer experience influence significantly in creating unexpected purchases. The test results of path analysis show that impulse buying was important in moderating visual merchandising and customer experience to determine the brand image. Impulse buying plays a positive and significant role on the formation of brand image.https://journal.binus.ac.id/index.php/BBR/article/view/1364visual merchandising, customer experience, impulse buying, brand image |
| spellingShingle | Retno Dewanti Jefry Leonard Tjia Fie Tjoe Peran Pembelian Spontan dalam Menentukan Citra Merek Café Binus Business Review visual merchandising, customer experience, impulse buying, brand image |
| title | Peran Pembelian Spontan dalam Menentukan Citra Merek Café |
| title_full | Peran Pembelian Spontan dalam Menentukan Citra Merek Café |
| title_fullStr | Peran Pembelian Spontan dalam Menentukan Citra Merek Café |
| title_full_unstemmed | Peran Pembelian Spontan dalam Menentukan Citra Merek Café |
| title_short | Peran Pembelian Spontan dalam Menentukan Citra Merek Café |
| title_sort | peran pembelian spontan dalam menentukan citra merek cafe |
| topic | visual merchandising, customer experience, impulse buying, brand image |
| url | https://journal.binus.ac.id/index.php/BBR/article/view/1364 |
| work_keys_str_mv | AT retnodewanti peranpembelianspontandalammenentukancitramerekcafe AT jefryleonard peranpembelianspontandalammenentukancitramerekcafe AT tjiafietjoe peranpembelianspontandalammenentukancitramerekcafe |