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The Influence of Visual Merchandising on the Patronage of Fast-Fashion Stores in Indonesia: The Role of Shopping Values and Self-Congruity

NINGGAR, OGI DHANESWARI DARA and Wijaya, Serli and Semuel, Hatane (2020) The Influence of Visual Merchandising on the Patronage of Fast-Fashion Stores in Indonesia: The Role of Shopping Values and Self-Congruity. [UNSPECIFIED]

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                Abstract

                This study examined the direct and indirect effects of visual merchandising on store patronage in the context of fast-fashion retailing. Adopting the stimulus-organism-response (S-O-R) theory , this study aimed to investigate the relationships of visual merchandising, self-congruity, and consumers� perceived shopping value, and their influence on store patronage. While studies about fast-fashion and store patronage behavior have been extensively conducted in various market regions, research in an emerging middle-income country like Indonesia is still scarce. Therefore, this study is among the few attempts to better understand the buying behav- ior of Indonesian consumers regarding fast-fashion brands. A survey was completed with 250 fast-fashion shoppers. PLS-SEM path modeling was utilized to examine the proposed structur- al model. The results revealed that visual merchandising, shopping value and self-congruity had positive and significant effects on store patronage. The study also found that the indirect effects of consumers� perceived shopping values and self-congruity were more substantial than the di- rect ones. Managerial implications and recommendations for further research have been included.

                Item Type: UNSPECIFIED
                Uncontrolled Keywords: visual merchandising, shopping value, self-congruity, store patronage, fast-fashion
                Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
                Divisions: Graduate Program > Economic Management
                Depositing User: Admin
                Date Deposited: 08 Dec 2020 16:49
                Last Modified: 01 Mar 2023 09:14
                URI: https://repository.petra.ac.id/id/eprint/18967

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