Pengaruh persepsi citra toko terhadap preferensi konsumen dalam memilih toko ritel

Deskripsi

Using (stimulus-organism-response) S-O-R framework, this research examines SRelationship in consumer retail behavior. This research focuses on the influence of consumer perception toward store image to consumer preference in choosing a retail store. Stimuli (S) in this research are store image, which consist of merchandising, store atmosphere, in-store service, accessibility, reputation, promotions, facilities, and post-transaction service. Response (R) shown as consumer preference that is measured by ranking of the stores based on their visit frequency to the stores. Result from a multinomial logit regression analysis shown that merchandising, in-store services, and promotions are the attributes that have an effect to consumers? preference to a store.Ada tabel