ANALYSIS OF VISUAL MERCHANDISING

INFLUENCE ON CONSUMER BUYING BEHAVIOR

IN FASHION RETAILED SETTING

By:

Minerva Agustiani

014201300107

A skripsi presented to the

Faculty of Business President University

In partial fulfillment of the requirements for

Bachelor Degree in Economics Major of Management

December 2016

ii

PANEL OF EXAMINERS

APPROVAL SHEET

The Panel of Examiners declares that the skripsi entitled “Analysis of

Visual Merchandising Influence on Consumer Buying Behavior in

Fashion Retailed Setting” that was submitted by Minerva Agustiani

majoring in Management from the Faculty of Economics was assessed

and approved to have passed to Oral Examinations on December 6,

2016.

Liswandi, S.Pd., MM.

Chair – Panel of Examiners

Siska Purnama Manurung, S. Kom., MM

Examiner 1

Engr. Orlando R. Santos MBA, Cpe, MAT

Examiner 2

iii

SKRIPSI ADVISOR

RECOMMENDATION LETTER

This skripsi entitled “Analysis of Visual Merchandising Influence

on Consumer Buying Behavior in Fashion Retailed Setting”

prepared and submitted by Minerva Agustiani in partial fulfilment of

the requirements for the degree of Bachelor in Faculty of Business has

been reviewed and satisfied the requirements for a skripsi to be

examined. I recommend this for Oral Defense.

Cikarang, Indonesia, December 2, 2016

Acknowledged by, Recommended by,

Dr.,Dra. Genoveva. M.M Filda Rahmiati, MBA

Head, Management Study Program Skripsi Advisor

iv

DECLARATION OF

ORIGINALITY

I declare that this skripsi, entitled “Analysis of Visual

Merchandising Influence on Consumer Buying Behavior in

Fashion Retailed Setting” is, to the best of my knowledge and beliefs,

an original piece of work that has not been submitted, either in a

whole or in a part, to another university to obtain a degree.

Cikarang, Indonesia, December 2, 2016

MINERVA AGUSTIANI

v

ABSTRACT

The present study attempts to identify the important of visual merchandising

factors (Merchandise Display, Store Layout, Signage and Atmospheric) to

examine the relationship of those factors towards consumer buying behavior in the

context of fashion retail setting case of UNIQLO Indonesia at Jakarta. The

purpose of this research is to analyze the effect of Merchandise Display, Store

Layout, Signage, and Atmospheric towards Consumer Buying Behavior. In this

research, the analytical method used is quantitative method with purposive

sampling. In addition, the data collection method used is primary data by

spreading online questionnaires with the sample size of 100 respondents. The data

obtained are analyzed in the form of quantitative analysis, includes pre-test for

reliability and validity; classical assumption and lastly for hypotheses through T-

test, F-test, and coefficient of determination (R2) with the significant level of 0.05.

Result of the T-Test analysis found that Merchandise Display, and Atmospheric

are partially have significant influence on Consumer Buying Behavior.

Hypothesis testing using F-test showed that all Visual Merchandising dimensions

have simultaneous significant influence to the Consumer Buying Behavior.

Adjusted R2 of 0.656 indicates 65.6% of the variations of Consumer Buying

Behavior can be explained by the four independent variables used in the

regression equation while the rest of 34.4% is explained by the other variable that

are not studied in this research such as marketing strategy and advertising

Keywords: Visual Merchandising, Merchandise Display, Store Layout, Signage,

Atmospheric, Consumer Buying Behavior

vi

TABLE OF CONTENT

PANEL OF EXAMINERS APPROVAL SHEET .............................................................. ii

SKRIPSI ADVISOR RECOMMENDATION LETTER ................................................... iii

DECLARATION OF ORIGINALITY ............................................................................. iv

ABSTRACT ........................................................................................................................ v

TABLE OF CONTENT ..................................................................................................... vi

LIST OF TABLE ................................................................................................................ x

LIST OF FIGURE............................................................................................................. xii

CHAPTER I ........................................................................................................................ 1

INTRODUCTION .............................................................................................................. 1

Background of Study .......................................................................................... 1 1.1

Problem Identification......................................................................................... 4 1.2

Statement of Problem .......................................................................................... 5 1.3

Research Objectives ............................................................................................ 5 1.4

Significant of Study ............................................................................................ 5 1.5

Scope and Limitation .......................................................................................... 6 1.6

Definition of Terms ............................................................................................. 6 1.7

1.7.1 Atmospherics .............................................................................................. 6

1.7.2 Consumer Buying Behavior ........................................................................ 6

1.7.3 Merchandising Display ............................................................................... 7

1.7.4 Signage ........................................................................................................ 7

1.7.5 Store Layout ................................................................................................ 7

1.7.6 Visual Merchandising ................................................................................. 7

CHAPTER II ....................................................................................................................... 8

LITERATURE REVIEW ................................................................................................... 8

Theoretical Review ............................................................................................. 8 2.1

2.1.1 Retailers ...................................................................................................... 8

2.1.2 Consumer Buying Behavior ........................................................................ 8

2.1.3 Visual Merchandising ................................................................................. 9

2.1.4 Merchandise Display................................................................................. 10

2.1.5 Store Layout .............................................................................................. 12

2.1.6 Signage ...................................................................................................... 13

2.1.7 Atmospheric .............................................................................................. 13

vii

2.1.8 Relationship of Visual Merchandising on Consumer Buying Behavior ... 15

Previous Research ............................................................................................. 16 2.2

Theoretical Framework ..................................................................................... 17 2.3

Hypothesis......................................................................................................... 17 2.4

Operational Definition ...................................................................................... 19 2.5

CHAPTER III ................................................................................................................... 20

RESEARCH METHODOLOGY ...................................................................................... 20

Research Design ................................................................................................ 20 3.1

Research Framework......................................................................................... 21 3.2

Research Instrument .......................................................................................... 22 3.3

3.3.1 Primary Data ............................................................................................. 23

3.3.2 Secondary Data ......................................................................................... 23

Sampling Design ............................................................................................... 23 3.4

3.4.1 Population ................................................................................................. 24

3.4.2 Sample ....................................................................................................... 24

3.4.3 Sampling Method ...................................................................................... 25

Statistical Treatment ......................................................................................... 25 3.5

3.5.1 Likert Scale ............................................................................................... 26

3.5.2 Mean ......................................................................................................... 27

3.5.3 Standard Deviation .................................................................................... 28

Data Analysis .................................................................................................... 29 3.6

Reliability & Validity Test ................................................................................ 29 3.7

3.7.1 Reliability Test .......................................................................................... 29

3.7.2 Validity Test .............................................................................................. 30

Classical Assumption Test ................................................................................ 31 3.8

Multiple Regression Analysis ........................................................................... 33 3.9

Hypothesis Testing ............................................................................................ 34 3.10

3.10.1 T- Test ....................................................................................................... 34

3.10.2 F-Test ........................................................................................................ 35

3.10.3 The Coefficient of Determination ............................................................. 35

CHAPTER IV ................................................................................................................... 36

ANALYSIS AND INTERPRETATION .......................................................................... 36

Corporate Profile ............................................................................................... 36 4.1

viii

4.1.1 Vision, Mission, Corporate Value & Corporate Principles ....................... 37

4.1.2 Products ..................................................................................................... 38

Data Analysis .................................................................................................... 38 4.2

4.2.1 Reliability Test .......................................................................................... 38

4.2.2 Validity Test .............................................................................................. 40

4.2.3 Demographic Profile ................................................................................. 41

4.2.4 Descriptive Statistic Analysis ................................................................... 48

4.2.5 Classic Assumption Test ........................................................................... 55

4.2.6 Multiple Regression .................................................................................. 58

4.2.7 Coefficient of Determination Analysis (Adjusted R2) .............................. 59

Hypothesis Testing Result ................................................................................ 60 4.3

4.3.1 T-Test ........................................................................................................ 60

4.3.2 F-Test ........................................................................................................ 62

Interpretation of the Result ............................................................................... 62 4.4

CHAPTER V .................................................................................................................... 66

CONCLUSION AND RECOMMENDATION ................................................................ 66

Conclusion ........................................................................................................ 66 5.1

Recommendation .............................................................................................. 67 5.2

5.2.1 For UNIQLO ............................................................................................. 67

5.2.2 For Future Researcher ............................................................................... 68

REFERENCES ................................................................................................................. 69

APPENDICES I ................................................................................................................ 75

QUESTIONNAIRE (ENGLISH VERSION) ................................................................... 75

Part I : Respondent Profile ............................................................................................ 76

Part II : Questionnaire Filling Guidance ....................................................................... 77

Part III : Questionnaire .................................................................................................. 78

QUESTIONNAIRE (INDONESIAN VERSION) ............................................................ 80

Bagian I : Profil Responden .......................................................................................... 81

Bagian II : Petunjuk Pengisian Kuisioner ..................................................................... 82

Bagian III : Kuisioner ................................................................................................... 83

APPENDICES II ............................................................................................................... 85

RAW DATA ..................................................................................................................... 85

APPENDICES III ............................................................................................................. 90

ix

CRONBACH’S ALPHA .................................................................................................. 90

APPENDICES IV ............................................................................................................. 91

PEARSON CORRELATION ........................................................................................... 91

APPENDICES V .............................................................................................................. 96

DESCRIPTIVE STATISTIC ............................................................................................ 96

APPENDIX VI.................................................................................................................. 97

CLASSICAL ASSUMPTION .......................................................................................... 97

APPENDICES VII ............................................................................................................ 99

MULTIPLE REGRESSION ANALYSIS ........................................................................ 99

APPENDICES VIII ........................................................................................................ 100

x

LIST OF TABLE

Table 1.1 Fashion Retail Industry Ranking (Globally) ............................................ 2

Table 1.2 UNIQLO Financial Data .......................................................................... 4

Table 2.1 Previous Researchers ............................................................................. 16

Table 2.2 Operational Definition Table ................................................................. 19

Table 3.1 Likert Scale Questionnaire ..................................................................... 26

Table 3.2 Class Interval of Descriptive Mean ........................................................ 28

Table 3.3 Interpretation for Cronbach’s Alpha Value ........................................... 30

Table 3.4 Pearson Correlation Scale to Measure Validity ..................................... 31

Table 4.1 Cronbach’s Alpha Merchandise Display ............................................... 38

Table 4.2 Cronbach’s Alpha Store Layout ............................................................. 39

Table 4.3 Cronbach’s Alpha Signage .................................................................... 39

Table 4.4 Cronbach’s Alpha Atmospheric ............................................................. 39

Table 4.5 Cronbach’s Alpha Consumer Behavior ................................................. 40

Table 4.6 Validity Test (Pearson Correlation) of Reference Group ...................... 40

Table 4.7 Respondent Profiles – Gender ............................................................... 42

Table 4.8 Respondent Profiles – Age ..................................................................... 43

Table 4.9 Respondent Profiles - Visit Frequency .................................................. 44

Table 4.10 Respondent Profiles – Time for Shopping ........................................... 45

Table 4.11 Respondent Profiles – Number of Items Purchased............................. 46

Table 4.12 Respondent Profiles – Impression towards UNIQLO.......................... 47

Table 4.13 Descriptive Statistic ............................................................................. 48

Table 4.14 Percentage of Respondents on Merchandise Display .......................... 49

Table 4.15 Percentage of Respondents on Store Layout........................................ 50

Table 4.16 Percentage of Respondents on Signage ............................................... 51

xi

Table 4.17 Percentage of Respondents on Atmospheric ........................................ 53

Table 4.18 Percentage of Respondents on Consumer Buying Behavior ............... 54

Table 4.19 Multicollinearity Test ........................................................................... 58

Table 4.20 Multiple Regression Analysis .............................................................. 58

Table 4.21 Multiple Regression Analysis: Coefficient Determination (R2) .......... 60

Table 4.22 Multiple Regression: F-test .................................................................. 62

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LIST OF FIGURE

Figure 2.1 Research Theoretical Framework ......................................................... 17

Figure 3.1 Research Framework ............................................................................ 21

Figure 3.2 Data Collection Method ........................................................................ 22

Figure 3.3 Likert Scale ........................................................................................... 26

Figure 4.1 Respondent Profile – Gender ................................................................ 42

Figure 4.2 Respondent Profiles – Age ................................................................... 44

Figure 4.3 Respondent Profile – Visit Frequency .................................................. 43

Figure 4.4 Respondent Profiles – Time for Shopping............................................ 45

Figure 4.5 Respondent Profiles – Number of Items Purchased ............................. 46

Figure 4.6 Respondent Profile – Impression towards UNIQLO ............................ 47

Figure 4.7 Normality Test: P-P Plot ....................................................................... 55

Figure 4.8 Normality: Histogram ........................................................................... 56

Figures 4.9 Heteroscedascity Test.......................................................................... 57

1

CHAPTER I

INTRODUCTION

Background of Study 1.1

The retail industry is a rapid and dynamic business sector which

contributes high growths to a global economy. It has witnessed a high

growth rate in the developed countries, while for the emerging countries it

is on exponential growth (Mehta & Chugan, 2014). Indonesia is one of the

countries with emerging growth in the retail sector. Over the past years, in

2015, the Global Retail Development Index (GRDI) was just showing

Indonesia on the 12 ranked for the most potential retail sector in the world,

but on this year 2016, Indonesia has entered to the top five with the retail

sales of USD 324 billion. Indonesian retail sector is predicted will be

continuous growing especially with the new shopping center construction

in several places as the expanding space for the retail sector.

One of the drivers on rising of Indonesia retail industry sector growth is

the large number of foreign companies in the field of fashion and design,

cosmetics and entertainment, which opened the business in a number of

modern shopping malls in Jakarta. As there are numerous rivalries in the

same shopping center with the similar products, each of the retailers needs

to find their own competitive advantage. This is really important the

market player especially for the Fashion retailers who opened a store in the

same business area at malls. Fashion retailers are no more can rely only

upon product items because they are all selling clothing. Differentiate

price value, promotion or location is also giving less significant influence

for surpassing its competitors. Nowadays, consumers are no more focus

only the product itself, but they are also requesting added beneficial

elements while choosing the shopping place. Shopping is not more only a

transaction to fulfill the need of good but has turned into a brand

experience for the consumer. Therefore, retailers need to have fast

2

responses and ability in understanding consumer’s behaviors. It has

become one key factor for the retail business to succeed.

Top Fashion retailers like ZARA, H&M and UNIQLO has expanded

globally. These 3 tops foreign Fashion retailers have opened up many

retail chains in many countries, including at Indonesia. Until 2015, ZARA

has opened 2162 stores globally, H&M has reached 3924 stores, while

UNIQLO 2978 stores. They are targeting the market segment of upper

middle class by providing stylish, trendy and unique fashion. Thus, their

products are quite expensive, and their associated brand name on their

products plays a big role in their pricing strategy. On the Table 1.1 shown

below, it has pictured the tremendous sales record of these 3 giants

Fashion retails. ZARA always has the highest sales which came after by

H&M and UNIQLO.

Table 1.1 Fashion Retail Industry Ranking (Globally)

(Source: fastretailing.com, 2016)

3

As retailers are finding it progressively hard to create a differential

standpoint on the basis of merchandise, the store itself becomes an

essential part for the retailers to excelling themselves. Visual

Merchandising becomes a great communication tool for the retailers to

express and communicate store value and its image for directly attract its

customers. Retailers could differentiate themselves through the windows

display, store layout and design, lighting, color, signage, the entrance of

the store and merchandise assortment. Those are everything that could

arouse the consumer interest and desires of for buying the store

merchandise. Even a pleasant atmosphere on the shopping place has

become one of the attractive points for the consumers to visit.

Furthermore, Visual merchandising is a vital factor often mentioned in the

success or failure of retail store (Charles, 2012) Gorman (2006) has

contended that Visual Merchandising could enhance products, supports

brands, increases traffic and sales, adds visual excitement by way of

strategically located and illuminated focal destinations in an environment,

typically businesses and stores, defines and advertises overall personality

and image. So, of course, many retail companies would like to put more

spending for improving its store environment appearance along with

impressive lighting, fixture and stylish fitting, even digital signage in order

to give its consumer international appeal and inviting feel.

Ahir & Mali (2013) advocated that due to increasing competition and the

similarity of merchandise, retailers utilize visual merchandising to

differentiate their offerings from others’ as well as to improve the

desirability of products. Horska, Nagyova, Rovny et. al (2010) argued that

visual merchandising could be everything that the customer perceives with

his sense included taste and the other sense like scent, hearing, sight, and

touch that could influence the customer decision making process. In-store

impressive atmosphere becoming the supporting factor for strengthen the

consumer loyalty, satisfaction level and enhancing consumer purchase

experience. The existence of attractive and impressive visual

4

merchandising in a retail setting will let the consumers’ feels enjoyable

while shopping. Besides, it might let the consumer spend more time in

particular stores because of the pleasant environmental stimuli.

Furthermore, it could also affect the consumers’ purchase decision, and

increased the probability of repeat purchase/ purchase intention at the same

store. Fashion retailers seem like needs to concern on improving their

visual merchandising displays in order to attract and approach its customer

to the store for making a purchase.

Problem Identification 1.2

From the Table 1.1 at above it is shown that the position of UNIQLO is

after ZARA & H&M and GAP, but when we look for the increased sales

in 2015, UNIQLO becoming the one with highest sales increased. While

from the financial data of UNIQLO in 2013, 2014, and 2015, it shown in

2014 there is decreasing profit of UNIQLO comparing to 2013. Therefore,

the researcher assumed the increased sales in 2015 on UNIQLO might also

because of its Visual Merchandising factor which affecting consumer

behavior on shopping aside from product price and quality. Hence, based

on the background of the study, the researcher would like to understand

and analyze the relative influences and the relationship of Visual

Merchandising dimensionality (Merchandise Display, Store Layout,

Signage, and Atmospheric) for the consumer in terms of their shopping

behavior in a retail setting.

Table 1.2 UNIQLO Financial Data

Source: fastretailing.com, 2016

5

Statement of Problem 1.3

1. Is there any significant influence of Merchandise Display towards

Consumer Buying Behavior at UNIQLO ?

2. Is there any significant influence of Store Layout towards Consumer

Buying Behavior at UNIQLO?

3. Is there any significant influence of Signage towards Consumer Buying

Behavior at UNIQLO?

4. Is there any significant influence of Atmospheric towards Consumer

Buying Behavior at UNIQLO?

5. Is there any simultaneous significant influence of Merchandise Display,

Store Layout, Signage, and Atmospheric, on Consumer Buying

Behavior at UNIQLO?

Research Objectives 1.4

1. To find out any significant influence of Merchandise Display towards

Consumer Buying Behavior at UNIQLO.

2. To find out any significant influence of Store Layout towards

Consumer Buying Behavior at UNIQLO.

3. To find out any significant influence of Signage towards Consumer

Buying Behavior at UNIQLO.

4. To find out any significant influence of Atmospheric towards Consumer

Buying Behavior at UNIQLO.

5. To find out any simultaneous significant influence of Merchandise

Display, Store Layout, Signage, And Atmospheric, on Consumer

Buying Behavior at UNIQLO.

Significant of Study 1.5

1.5.1 Researcher

This research is expected to create a deeper understanding for the author

pertaining to the visual merchandising dimensionality influence on

consumer buying behavior. In addition, this research is being made as the

6

fulfillment of the requirement for completing Bachelor Degree in

Management study program.

1.5.2 UNIQLO

This study is also expected to give benefit for the retailers like UNIQLO to

improving their Visual Merchandising in order to increase their benefit in

terms of revenue.

1.5.3 Future Researcher

This research is expected to could help the future researcher as reference

and information for them in the field of Visual Merchandising

Scope and Limitation 1.6

This research is intended to understand and highlight the most influencing

dimensionality from visual merchandising on consumer buying behavior at

Fashion retail setting in the case study of UNIQLO. The visual

merchandising dimensions used in this research is merchandise display,

store layout, lighting, atmosphere, and creative coordination. In addition,

the respondent will be limited to 100 random customers who have ever

shopping directly in UNIQLO Stores at Mall Taman Anggrek, Jakarta. The

data collection techniques used for this research is an online questionnaire.

Definition of Terms 1.7

1.7.1 Atmospherics

Conscious designing of space to create certain effects in buyers (Kotler

1973-1974, 2001; cited by (Farias, Aguiar, & Melo, 2014)

1.7.2 Consumer Buying Behavior

Scientific study of the process when individuals, groups, or organizations

select, secure, use, and dispose of products and services to satisfy their

needs. (Saini, Gupta, & Khurana, 2015)

7

1.7.3 Merchandising Display

Merchandise displays are special presentations of a store’s products used

to attract and entice the buying public (Asuquo & Igbongidi, 2015)

1.7.4 Signage

Store signage provides basic and significant information to the customers

regarding prices, category placement, discounts, promotions, tasting etc

(Banerjee & Yadav (2012)

1.7.5 Store Layout

The total selling space, how it divides into specific selling areas (Adcock

& Sullivan, 2010)

1.7.6 Visual Merchandising

The art and science of displaying and presenting product on the sales floor

and in the windows with the purpose to increase store traffic and sales

volume (Balgaonkar et al., 2014)

8

CHAPTER II

LITERATURE REVIEW

This chapter talks about the concepts, past studies, and various literature related to

visual merchandising toward consumer behavior on apparel retail which would

help to process reader especially future researcher who would like to continue the

research.

Theoretical Review 2.1

2.1.1 Retailers

According to Levi & Weitz (2009), retailing can be defined as a set of

business actions that add value to the products and services sold by an

organization to consumers for private or family use. Poloian (2003) also

refers retailing as that aspect of marketing conducted at the level of the

final consumer, implying that it is the selling of products to the customer

for personal and non-business use. Thus, a retailer can be described as a

business that sells goods to a consumer, as opposed to a wholesaler or

supplier that normally sells their goods to another business (Cant, 2010).

Lusch et al., (2011) pointed out that retailing consists of the final activities

and steps required either to place a product in the hands of the consumer or

to supply a service to a consumer. Today’s customers are very price

consciously and highly informative they would not hesitate for changing to

another vendor if they are not satisfied with the good ad service offered.

Therefore, it is important for retailers to know what the customers’

preferences are in order to acknowledge future demands and shape their

marketing strategies accordingly (Schiffman & Kanuk, 2008).

2.1.2 Consumer Buying Behavior

Consumer Buying Behavior can be defined as “scientific study of the

process when individuals, groups, or organizations select, secure, use, and

dispose of products and services to satisfy their needs” (Saini, Gupta, &

9

Khurana, 2015). It could also be defined as the decision-making process

that acquiring physical involvement in acquiring the good or services by

evaluating its relative advantage and disadvantage before buying it. It is

about how the customer perceives and evaluates goods and services in the

marketplace and act accordingly. Consumers make decisions and take

actions based on what they perceive to be the truth. Therefore, it is

important that retailers understand the whole concept of perception in

order for them to determine what influences consumers to buy (Cant et al.,

2010).

2.1.3 Visual Merchandising

Balgaonkar et al. (2014) define visual merchandising as the art and science

of displaying and presenting product on the sales floor and in the windows

with the purpose to increase store traffic and sales volume. According to

Banarjee & Yadav (2012) added that visual merchandising combines the

product, environment, and space into a stimulating and engaging exterior

and interior that create positive, which will attract the attention of potential

customer. Visual Merchandising has become really important because of

the increasing of numerous similarity products and merchandise offering

in different outlets. It represents one of the remaining functions that can be

used to increase the desirability of the merchandise while differentiating

the offer from competitors and enhancing customers’ impulse buying

behavior (Mehta & Chugan, 2013).

Visual merchandising's objective is to maximize efficiencies by creating

an enjoyable shopping environment, effectively organized in-store

merchandise, and in doing so differentiate brands so that sales increase

(Kim, 2013). It is not only making thing looks attractive to the customers

but also become a visual tool to succeed the consumer transaction process.

Visual merchandising's strategic roles are communicating the brand and its

offer to similar target customers in all markets. It differentiates

merchandise and the retail brand from competitors selling comparable

10

products. (Mehta & Chugan, 2013). A good visual merchandising could

become a silent seller that able to communicate well the retailer product to

a consumer by an effective presentation which could build a positive

image of the store in customer’s mind. It will able direct and let the

consumer feel comfortable to stay longer time at their store for examining

their product which finally resulting in a purchase. Rose (2011) described

the effective sign ware or signage in the store leads to sales as more than

70% of purchasing decisions are made by customers once they are in store.

Therefore in-store marketing is more critical in retail successes. Cant and

Hefer (2012) also find that visual display adds to consumers’ perceptions

of store image and character, thus establishing a context in which to

identify and purchase fashion retail brands. Thus, Retailer should utilize

the visual merchandising to be the most productive and most efficient

salesperson which that maximizing its revenue.

2.1.4 Merchandise Display

According to Asuquo & Igbongidi (2015), merchandise displays are

special presentations of a store’s products used to attract and entice the

buying public. He also emphasized that merchandise in the retail store

should be positioned in particular ways to aid customer selection and

stimulate sales. Furthermore, Bastow-Shop (2012) states good window

displays will enhance communication of the product, brand and image. It

gives the customer a reason to enter the stores. According to Paul Smith,

Fashion Designer the theatrical windows or windows with humor can be

the most effective way of transcending the barriers of both language and

budget. This does not always have to be a costly operation and effective

windows are windows that show imagination. Use of the simplest items

can make for a dynamic statement and aid in the sales of product.

LaPerriere & Christiansen (2008) stated that Merchandise display is staged

three-dimensional settings that generate an opportunity for consumers to

experience the product themselves. So, merchandising displays can be

regarded as visual features that create attention or pleasure in a store

11

(Mathew, 2008). Merchandising display is being utilized for introducing

new product to consumers, decorate a store and displaying the available

stock through a planned and systematic approach.

Merchandise display can be conceptualized as adding decoration to a store

by means of additional fixtures, props, posters, materials, colors, frills and

objects that illustrate a theme of a current event, day or season (Hefer,

2012). It could likewise be utilized for the general enhancement of a store.

Fashion retailer stores commonly utilize visual merchandising displays to

delineate special occasions like Valentine’s Day and St. Patrick’s Day,

Easter, Christmas, seasonal changes, and major events such as the FIFA

World Cup. Banat & Wandebori (2012) found out retailers mostly update

window display by every month. However, it also depends on the new

arrival products; if it arrives, the store manager will change the display to

show the new product. There is no theme for the window display, except

when there is an event or season

Ghag (2013) stated that the display of items in a store has an important

influence on the purchase of the items. Retailers need to be creative in

presenting the merchandise display, they need to be smart on displaying

their product on the point that could raise the awareness of consumer and

even attract them to enter the store. They could display their main product

through window display, mannequin, in order to be visible to customers

even before entering. For instance, a retailer might place a fashion dress /

combining attractive clothes they sell on a mannequin so consumers will

be able to see how the dress looks on the human body compared to seeing

it on a hanger. A good merchandise display might influence the consumer

to purchase the product on a mannequin or even becoming their example

for finding the other alternative at a store. To attract customers to enter the

store; they use a window display that shows the unique product that is sold

inside. Window display updated every month. However, it also depends on

the new arrival products; if it arrives, the store manager will change the

display to show the new product. There is no theme for the window

12

display, except when there is an event or season (Banat & Wandebori,

2012).

2.1.5 Store Layout

Adcock & Sullivan (2010) define store layout as the total selling space,

how it divides into specific selling areas. Layout strategy is one of the

important decisions classified into long term operation strategy in supply

chain decisions. An effective and efficient designed layout could impact in

competitiveness, process flexibility, costs and also corporate image

building (Heizer & & Render, 2011). A good (well-organized and spacious)

store layout encourages customers to browse around the store longer and

make purchases that they would not have usually made (Levy & Weitz,

2012). Bell & Ternus (2012) illustrated in earlier years, businesses tried to

showcase the maximum amount of product to customers using the

minimum amount of space. Retailers always would like to maximize the

return on sales per square foot (Kiran, Majumdar, & Kishore, 2012).

According to Levy & Weitz (2012), store layouts in retailing are

conventionally classified into three different layout, grid, freeform and

racetrack layouts. Grid store layout is designed for fast shopping activities

where customers are supposed to locate and find stuffs easily. The

products are displayed on the both sides of parallel aisles of the large

extent store’s space based on the certain category so customers can move

through the entire store. The freeform type is set the layout asymmetrically

which gives customers to enjoy and free movement. This form which is

generally used by fashion stores, leads customers to browse the store and

increase the willingness to purchase along the time. Meanwhile, racetrack

is arranged aisles based on the themes so that customers will provide an

interesting, entertaining and experiencing shopping (Masudin & Fuadi,

2014). A good store layout provides businesses opportunity to increase

sales. Banat & Wandebori (2012) suggested that it is effective to use free-

form layout for retailers because it is flexible and allows changed of layout

13

every month, when there is a special event or theme, they can change the

layout to support the event or them. Ebster & Garaus (2015) stated that

retailers should keep in mind that the goal is to keep customer intrigued

and entertained in the store as long as possible, and not just as long as

possible.

2.1.6 Signage

Lapinska, B. (2011) indicate signage will help customers to locate specific

products offered in category and departments, provide product information,

and identify the location of merchandise categories within the store. There

are three types of signage:

1. Category Signage - to help identify the types of product offered,

located near the goods, which they refer

2. Promotional Signage - Describe special offers

3. Point-of-sale Signage - Information about the price and other detailed

According to Banerjee & Yadav (2012) Store signage provides basic and

significant information to the customers regarding prices, category

placement, discounts, promotions, tasting etc.

2.1.7 Atmospheric

"Atmospherics" is defined by Kotler as "the conscious designing of space

to create certain effects in buyers with specifically, atmospherics is the

effort to design buying environments to produce specific emotional effects

in the buyer that enhance his purchase probability" (Farias, Aguiar, &

Melo, 2014). According to Kotler (2001), the four dimensions of

atmosphere are,

1. Visual (sight) dimensions - color, brightness, size and shape;

2. Aural (sound) dimensions - volume, pitch, tempo;

14

3. Olfactory (smell) dimensions - scent and freshness;

4. Tactile (touch) dimensions - softness, smoothness, and temperature.

On the other hand, Olahut et. al (2012) mentioned the atmospheric

dimensions:

1. Ambient factors - music, lighting, smell;

2. Design factors - floor covering, wall covering, display/fixtures,

color, cleanliness, dressing room, aisles, layout,

signs;

3. Social factors - salespeople.

Teller and Dennis (2012) argued the direct effects of arousal on behaviors

as well as an interaction effect between music and aroma on pleasure and

time spent in the store are did to contribute to the overall favourableness of

the store and affect buyer behavior in a positive way. Reddy et al. (2011)

found that store lighting which enhances the image of the store contributes

more to the formation of store satisfaction than the store lighting which

enhances the appeal of the store. Bell & Ternus (2012) in their study added

lighting can enhance the retail space and increase the value of a product in

customer’s mind. The marginal benefits of the products were enhanced.

Faizal (2014) pointed that color plays a vital role in creating a positive

shopping experience. Faizal also explained that colors create a

psychological impact on the minds of the customers and can capture

attention. They reflect one’s mood and thus add meaning. Furthermore,

store components such as lighting and colours are also considered as part

of the visual merchandising techniques (Hubrechts & Kokturk, 2012).

Banat & Wandebori (2012) also added that color builds feelings and

affects consumer behavior and attitude. It could stimulate memories,

thoughts, and experiences. They also indicated that music impacts

consumers’ conscious and unconscious decisions with it pleasant sound.

15

2.1.8 Relationship of Visual Merchandising on Consumer Buying Behavior

As visual merchandising created, have a great effect to influence consumer

perception, fashion retailers have to ascertain how their visual

merchandising displays are perceived by consumers with the intention to

identify what the consumers are actually seeing, how it is interpreted and

which features are most important to them (Hefer, 2012). As dictated by K.

R Pillai et al. (2011), visually appealing stores and outlets did help

respondents to create an image of the brand in the minds of the customers.

Cant and Hefer (2012) found visual display adds to consumers’

perceptions of store image and character, thus establishing a context in

which to identify and purchase fashion retail brands. In addition, Hefer &

Cant (2013) also found that consumer behaviour is influenced by a limited

extent as visual merchandising displays guide consumers in the direction

of the products as well as in product choice. Consumer behaviour will also

be influenced by their personal preferences and the quality of the displays.

Parsons (2011) found that interactions between sensory stimuli have a

significant effect on fashion shoppers and that small change in stimuli

levels can revitalize and increase that effect. At the same time, results

show that fashion retailers are still not as much differentiated in their use

of sensory stimuli as they could be to achieve the responses they expect.

Thus, Fashion retailers shall be able to construct how their visual

merchandising displays will be that could become the match as what

consumer will perceive. It is essential to identify what consumers are

actually seeing, how they interpret the displays and which features are

most important to them. By doing this, it could benefit the fashion retailer

if they align the internal focus of their visual merchandising together with

their visual merchandising displays with the consumers’ expectations.

(Hefer, 2012)

16

Previous Research 2.2

Table 2.1 Previous Researchers

N

o Author/Year Title

Research

Design Result

1 Yolande

Hefer, 2012

Visual

merchandising

displays’ effect

on consumer

perceptions

Qualitative

Study

Visual merchandising

displays contributed to the

image of the store and also

added to the character of the

store. The prominent visual

stimulant and important

aspect of visual

merchandising displays

were color, which creates

visual attraction and

stimulation.

2 Riaz Hussain

& Mazhar

Ali, 2015

Effect of Store

Atmosphere on

Consumer

Purchase

Intention

Quantitative

Study

(Regression

Model)

Cleanliness, Scent, Lighting

and Display/Layout have

significant positive

influence on the consumers'

purchase intention

3 Aghnia Banat

and

Harimukti

Wandebori,

2012

Store Design

and Store

Atmosphere

Effect on

Customer

Sales per Visit

Quantitative

Study

(Regression

Model)

Their found out that there is

simultaneously influence of

fixture and display product

arrangement, layout,

signage, and lighting toward

sales per visit

4 Priyanka

Singh, Neha

Katiyar,

Gaurav

Verma, 2012

Retail

Shoppability:

The Impact Of

Store

Atmospherics

& Store

Layout On

Consumer

Buying

Patterns

Quantitative

Study

(Regression

Model)

Store Atmospherics is the

most significant variables,

with major element factors

that include window

display

Store Layout / Store Design

emerged as the second most

important determinant /

significant variables.

Visual Communication also

emerged as the important

factors.

17

Theoretical Framework 2.3

The purpose of this research is to examine the Importance of Visual

Merchandising on Consumer Buying Behavior in Fashion Retail setting.

The researcher is going to interpret Visual Merchandising Dimensionality

as the independent variables, and consumer buying behavior as dependent

variables.

Figure 2.1 Research Theoretical Framework (Source: Adapted from previous research, Husain and Ali, 2015)

Hypothesis 2.4

The following hypotheses were developed from the research objectives and

conceptual framework:

Ho1: There is no partial significant influence of Merchandise Display

towards Consumer Buying Behavior at UNIQLO

Ha1: There is a partial significant influence of Merchandise Display

towards Consumer Buying Behavior at UNIQLO

Ho2: There is no partial significant influence of Store Layout towards

Consumer Buying Behavior at UNIQLO

H3

H5

Visual Merchandising

Dimensionality

Simultaneously

Partially H2

H4

H1 Merchandise Display

Signage

Store Layout

Atmosphere

Consumer Buying

Behavior

X1

X2

X3

X4

Y

18

Ha2: There is a partial significant influence of Store Layout towards

Consumer Buying Behavior at UNIQLO

Ho3: There is no partial significant influence of Signage towards Consumer

Buying Behavior at UNIQLO

Ha3: There is a partial significant influence of Signage towards Consumer

Buying Behavior at UNIQLO

Ho4: There is no partial significant influence of Atmospheric towards

Consumer Buying Behavior at UNIQLO

Ha4: There is a partial significant influence of Atmospheric towards

Consumer Buying Behavior at UNIQLO

Ho5: There is no simultaneous significant influence of Merchandise Display,

Store Layout, Signage, Atmospheric, towards Consumer Buying

Behavior at UNIQLO

Ha5: There is a simultaneous significant Influence Of Merchandise Display,

Store Layout, Signage, Atmospheric towards Consumer Buying

Behavior at UNIQLO

19

Operational Definition 2.5

Table 2.2 Operational Definition Table

No Variable Definition Indicators

1 Consumer

Behavior

It is about how the customer

perceives and evaluates goods

and services in the marketplace

and act accordingly (Lindquist

& Sirgy, 2009

1. Merchandise

Display

2. Store Layout

3. Signage

4. Atmospheric

2 Merchandise

Display

Merchandise displays are

special presentations of a

store’s products used to attract

and entice the buying public

(Asuquo & Igbongidi, 2015)

1.Seasonal display

2. Eye catching

3. Attractive

4. Neat

5. Has visual

influence

3 Store Layout The total selling space, how it

divides into specific selling

areas (Adcock & Sullivan,

2010)

1. Well-structured

2. Attractive

3. Uncrowded

4. Appropriately

occupied

5. Explorable

4 Signage Store signage provides basic

and significant information to

the customers regarding prices,

category placement, discounts,

promotions, tasting etc

(Banerjee & Yadav, 2012)

1. Clear

2. Visible

5 Atmospheric Conscious designing of space

to create certain effects in

buyers (Kotler, 1973-1974,

2001)

1. Comfort

2. Color coordination

3. Lightening

4. Cleanliness

20

CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the method of research used, the sources of data gathering

instrument, the data gathering procedure and the statistical tools used in the

treatment of data.

Research Design 3.1

According to Cresswell (2014) there are three methods in conducting the

research such as: qualitative research, quantitative research, and mixed

research. Qualitative research is an approach for exploring and

understanding the meaning individuals or groups ascribe to a social or

human problem. The process of research involves emerging questions and

procedures, data typically collected in the participant’s setting data

analysis inductively building from particulars to general themes, and the

researcher making interpretations of the meaning of the data. Quantitative

research is an approach for testing objective theories by examining the

relationship among variables. These variables, in turn, can be measured,

typically on instruments, so that numbered data can be analyzed using

statistical procedures. Mixed Methods research is an approach to inquiry

involving collecting both quantitative and qualitative data, integrating the

two forms of data, and using distinct designs that may involve

philosophical assumptions and theoretical framework.

In this research, the researcher will use a quantitative method and use a

questionnaire as the research instrument. According to Zikmund et al

(2009), there can be number of variables in a research study among which

a researcher may want to study relationships, which include independent

and dependent variables. Independent variable is the predictor variable,

which is supposed to be cause of change in the dependent variable. This

study uses independent variables (symbolized as X) to predict and find out

the value of dependent variable (symbolized as Y). Thus, the dependent

21

variable presented in this study is Consumer Buying Behavior along with

Merchandise Display (X1), Store Layout (X2), Signage (X3) and

Atmospheric (X4).

Research Framework 3.2

The main study of this research is finding out the impact of visual

merchandising on consumer buying behavior at UNIQLO Jakarta. As

Visual merchandising present as the crucial factor for a company to creates

its value to customer and themselves, therefore the researcher would like

to examine merchandise display, store layout, signage and atmospheric as

the independent variable toward customer buying behavior. All the steps

conducted by researcher in this research are reflected in the following

figure:

Figure 3.1 Research Framework

(Source: Self-constructed)

Sales Data of UNIQLO, ZARA, and H&M

Problem Identification and Problem

Literature Review

Constructed Questionnaire

Pre- Test: Validity & Reliability Test

Data Collection

Data Analysis & Interpretation

Conclusion & Recommendation

Y

N

22

Research Instrument 3.3

Research Instrument is the tool that used to answer the research questions

that stated in the previous chapter. The researcher intention is to gather the

information from as many various sources. Data can be obtained from

primary or secondary data. Primary data refer to information obtained

first-hand by the researcher on the variables of interest for the specific

purpose of the study and secondary data refer to information gathered from

sources that already exist (Sekaran, Bougie, 2010). In order to fulfill the

validity of this research, the researcher use both primary and secondary

data as shown in figure 3.2 below:

Figure 3.2: Data Collection Method

(Source: adapted from previous research of Nirwana, 2014)

RESEARCH

DATA

COLLECTION

PRIMARY

DATA

SECONDARY

DATA

SURVEY

DATA

SELECTION

a) BOOKS AND

JOURNAL

b) LITERATURE

REVIEW

c) ARTICLES ON

INTERNET

23

3.3.1 Primary Data

According to Stevens et al. (2008), primary data are data generated in a

research project for a specific purpose in a specific format or collected

from a specific population sample. The principal methods for collecting

primary data are observation, surveys, and controlled experiments (Boone

& Kurtz, 2014). In this research, researcher is using surveys by

questionnaire for further analysis. The questionnaires will be spread to the

number of sample. Primary data on this research: Analysis of Visual

Merchandising Impact on Consumer Buying Behavior a case study of

UNIQLO is obtained directly from the questionnaires that are used for the

survey. Questionnaires are included in primary data selection, which

would influence the result of this research. These questionnaires will be

spread to the number of samples.

3.3.2 Secondary Data

According Greener (2008), secondary data are those which have already

been collected by someone else and which have already been passed

through the statistical process. Secondary data gathered can be collected

from theories/ journals/ researches/ literatures available in libraries, or the

one published on the Internet.

Secondary data on this research is the literature studies, which is a

technique of data collection based on information that has been gathered

from books and journals related to the research discussion. Data collected

by learning and selecting from previous literature studies, books, journal,

articles, and related websites or Internet.

Sampling Design 3.4

Sampling design is part of the statistical methodology that related in taking

a portion of the population. If a sampling is done correctly, statistical

analyzing can be used to generalize a whole population. There are two

major types of sampling design, which are: probability and non-probability

24

sampling, the elements in the population have some known non-zero

chance or probability of being selected as sample subjects. In non-

probability sampling, the elements do not have a known or predetermined

chance of being selected as subjects (Sekaran, Bougie, 2010). In this study,

researcher is taking a purposive non-probability sampling design which

focused on customers of UNIQLO at Taman Anggrek Mall on West

Jakarta and will conduct pilot study by using 20 respondent data to pre-test

the research instrument. Baker (2006) noted that” a pilot study is often

used to pre-test or try out a research instrument. Baker found that a sample

size 10-20% for the actual study is a reasonable number of participants.

Thus, if the result of pre-test is reliable and valid, these 20 respondent data

will be directly proceeding as the part of 100 respondents needed in this

study.

3.4.1 Population

According to Sugiyono (2004), a population is an area generalization

which consists an object or subject that process the qualities and certain

characteristic set by researcher to be studied and drawn the conclusion.

Population refers to the entire group of people, events, or things of interest

that the researcher wishes to investigate (Sekaran, & Bougie, et al, 2013).

In this research, the research population will be focused on customers of

UNIQLO at Taman Anggrek Mall on West Jakarta.

3.4.2 Sample

This is the unknown population. Sekaran (2013) provided guidance on the

determination of the number of samples should be among 30 -500

elements. According to Rau Purba (1996) and Sufa (2012), size of the

sample can be determined by calculating using below formula

( )

With:

25

n : number of samples

Z: the level of normal distribution at with significant level 5% =1.96

MoE: Margin of Error, maximum sampling error rate to be tolerated at 10%

( )

=96.04 – rounded to 100 respondents

By using the MoE formulation, Researcher round the respondents become

100 based on the calculation above and will spread the questionnaires

online. The number of 100 is very applicable according to Sekaran (2013)

in which they stated that a number of samples should be among 30 to 500

elements. Besides, the first 20 respondents’ data will be used as the data

for conducting pre-test. If the result of pre-test is reliable and valid, these

20 respondent data will be directly proceeding as the part of 100

respondents needed in this study.

3.4.3 Sampling Method

In order to get fast response approach from respondents, the researcher

will spread the questionnaires online in order to get the fast response

immediately from the respondents. There will be 100 questionnaires

needed for this research. In addition there is filtering question before

starting the core questions. The researcher will use filtering question

approach for the consumers in order to proceed with further technical

analysis.

Statistical Treatment 3.5

There are 3 (three) statistical tools used in this study, which are Likert

Scale, Weighted Mean, and Standard Deviation

26

3.5.1 Likert Scale

The Likert scale is designed to examine how strongly subjects agree to

disagree with statements on a five-points scale with the following figures:

Figure 3.3 Likert Scale

(Source: Sekaran, Bougie, 2010)

The Questionnaire uses Likert Scale and all statements that express either

a favorable and unfavorable attitude will be scaled through Strongly

Disagree, Disagree, Neither Agree Nor Disagree, Agree, and Strongly

Agree. The figure of the questionnaire is shown below:

Table 3.1 Likert Scale Questionnaire

(Source: Self-developed)

Note:

1. For Strongly Disagree

2. For Disagree

3. For Neutral

4. For Agree

5. For Strongly Agree

Each of the five responses would have a numerical value which would be

used to measure the attitude under investigation.

Likert Scales have the advantage that they no more expect a simple “yes /

no” answer from the respondent, but rather allow for degrees of opinion,

No. Statements 1 2 3 4 5

1

2

3

4

5

27

and even no opinion at all. Therefore quantitative data is obtained, which

means that the data can be analyzed with relative ease.

The Validity and Reliability testing must be done before the questionnaire

spreads to the respondents. Pre-testing is conducted to check if the

statements are proper as a research instrument.

3.5.2 Mean

To give due importance to each item under consideration, the number is

called weight to each item in proportion to its relative importance. Mean is

computed by using following formula (Emathzone.com,2013)

Which mean:

Where:

= Mean Value

= Summation

X = Score

N = Number of scores

The value of mean will give a contribution to Descriptive analysis which

refers to Descriptive Mean. The Statistical Descriptive analysis will give

the description of characteristic and assumption on how measuring the

Product Extinction. To ease the researcher for interpreting the respondent’s

answer, research using mean to see the majority on how big each

28

independent variable contribute in this research. In giving a class interval

of mean, all variables will be measured with 5 scales in the table below.

Table 3.2: Class Interval of Descriptive Mean

Range Categories

1.00 – 1.80 Strongly Disagree

1.81 – 2.60 Disagree

2.61 – 3.40 Neutral

3.41 – 4.20 Agree

4.21 – 5.00 Strongly Agree

3.5.3 Standard Deviation

The standard deviation, which is another measure of dispersion for

interval and ratio scaled data, offers an index of the spread of distribution

or the variability in the data. It is a very commonly used measure of

dispersion, and is simply the square root of variance (Sekaran and Bougie,

2013).

(Source: Cooper and Schindler, 2013)

The sample standard deviation is used when a sample of data is analyzed.

In this equation:

s = sample standard deviation

N = number of scores in a sample

N-1 = degrees of freedom or Bessel's correction

x = value of a sample

x bar = mean or average of the sample

29

Data Analysis 3.6

The combination between Microsoft Excel 2010 and SPSS (Statistics

Package for Social Science) version 20 were used to process statistical

data for questionnaires.

a. Microsoft Excel 2010: help researcher for inputting the data and

calculate data by using formulas

b. SPSS version 20: help the researcher to analyze the data where is prove

conclusion formed as the numerical measurement of data gathered and

inputted. Moreover, there are many equations or formulas so SPSS is very

helpful in processing data.

Reliability & Validity Test 3.7

A major aspect of research design is the obtaining of reliable and void

information (Wallen & Fraenkel, 2011). Since both reliability and validity

depend on the way that instruments are used (Wallen & Fraenkel, 2011),

the researcher has to find the validity and reliability of the data in the pilot

test before calculating and analyzing the data.

3.7.1 Reliability Test

It is to check the correlation of statement in the questionnaire. It is

concerned with estimates of the degree to which a measurement is free of

unstable effort (Cooper and Schindler, 2006). For this study, the researcher

uses Cronbach’s Alpha formula to determine the reliability. The

Cronbach’s Alpha formula was used to measure this reliability testing.

Cronbach’s alpha:

( )

Where:

k = number of items

30

r = average correlation between any two items

α = reliability of the average or sum

Table 3.3 Interpretation for Cronbach’s Alpha Value

Cronbach’s alpha Internal consistency

α ≥ 0.9 Excellent

0.8 ≤ α < 0.9 Good

0.7 ≤ α < 0.8 Acceptable

0.6 ≤ α < 0.7 Questionable

0.5 ≤ α < 0.6 Poor

α < 0.5 Unacceptable

(Source: Cronbach’s Alpha, Self-Constructed)

3.7.2 Validity Test

Validity Test represents how far the measurement can measure what want

to measure, it is the right thing or not. Thus, the questionnaire that used as

the tool to collect the data will test about validity. The validity test will test

on items quality. The higher of validity, the higher the gauge concerning

targets is. The formulation coefficient that used in this study is:

(Source: Douglas and Willliam, 2003)

Where:

n = number pair of scores

∑ xy = sum of the products of pair scores

∑ x = sum of x scores

∑ y = sum of y scores

∑ x2= sum of squared x scores

31

∑ y2= sum of squared y scores

The first requirement of a good instrument was validity. Thus, the

researcher chooses Pearson Product Moment Correlation by using the

software SPSS 19 to fulfill the requirement of the instrument’s validity. In

the validity test, Pearson Correlation will measure the level of validity.

Pearson Correlation coefficient measures the degree of linear relationship

between two variables.

Table 3.4 Pearson Correlation scale to Measure Validity

(Source: Pearson Correlation Scale, Self Developed)

Classical Assumption Test 3.8

The classical assumption is the statistical requirements that must be met in

multiple linear regression analysis (hellomgz.blogspot.com, 2013). In

order to use multiple regression models, classic assumption test needs to

implement such as normality testing, heteroscedasticity testing

multicollinearity.

Normality Test is assumed in multiple regressions that residuals

(predicted minus observed values) are distributed normally. Even though

most tests are quite robust with regard to violation of this assumption, it is

always a good idea, to review the distributions of the major variables of

interest. This test can be done by producing histograms for the residual as

well as normal probability plots, in order to inspect the distribution of the

residual values (Berenson, Levine, & Krehbiel, 2009).

Pearson Correlation Scale

r = .080 to 1.0 Very Strong Relationship

r = .60 to .79 Strong Relationship

r = .40 to .59 Moderate Relationship

r = .20 to .39 Weak Relationship

r = less than .20 Very Weak Relationship

32

The normality test also can be done by using SPSS statistical software and

can be viewed in the graph of Normal Probability Plot (NPP) that is a

graphical device to study the shape of the Probability Density Function

(PDF). NPP is used to assess how well empirical data approximates a

particular theoretical distribution (Berenson, Levine, & Krehbiel, 2009). In

this case a linear relationship distribution, the data can also be plotted on

the probability scale by plotting the cumulative probabilities of the data

under the assumed distribution against their expected probabilities.

Multicollinearity test test has function to test regression model whether it

has correlation between independent variables or not (Ghozali, 2001).

Multicollinearity test is a statistical phenomenon in which two or more

predictor variables in a multiple regression model are highly correlated,

meaning that one can be linearly predicted from the others with a non-

trivial degree of accuracy to get an excellent regression model, there

should be no correlation between the independent variable. If the

independent variable correlates each other, the variables are not considered

orthogonal.

In this situation the coefficient estimates of the multiple regressions may

change unpredictably in response to small changes in the model or the data.

Multicollinearity does not reduce the predictive power or reliability of the

model as a whole, at least within the sample data themselves; it only

affects calculations regarding individual predictors. General value is

commonly used to measure the value of tolerance is > 0.1 or VIF values

less than 5 (Lind, Marchal, & Wathen, 2012). It means the

multicollinearity does not happen.

Heteroscedasticity Test is one of the classic assumptions of the regression

model that the disturbance variance is constant, or homogeneous, across

33

observation. If this assumption is violated, the errors are said to be

“heteroscedastic”. Heteroscedaticity often arises in the analysis of cross

sectional data and time series data (Lind, Marchal, & Wathen, 2012).

If heteroscedascity exist in the regression model, the variance and standard

error will tend to increase as the t value will not get lower than the actual t

value. The consequences are the t – test and F – test will be inaccurate and

fail to reject the null hypotheses (Berenson, Levine, & Krehbiel, 2009).

A simple test for heteroscedasticity is to plot the standardized residuals (on

vertical axis) against the dependent variable (horizontal axis). If no

heterocedasticity occurs, the plot will appear to spread randomly. If a

systematic pattern (wave, straight, narrow, widen) appears in the scatter

plot then heterocedasticity exists (Berenson, Levine, & Krehbiel, 2009).

Multiple Regression Analysis 3.9

Regression analysis is a technique for modeling and analyzing several

variables, when the focus is on the relationship between a dependent

variable and one or more independent variables (Lind, Marchal, and

Wathen, 2012). Moreover, multiple regression analysis enables us

understand how the typical value of the dependent variable changes when

any one of the independent variables is varied, while the other independent

variables are held fixed (Render, Stair, and Hanna, 2006).

Multiple Regression analysis is not only widely used for predicting and

forecasting but also to understand which among the independent variables

are related to the dependent variable, and to explore the forms of these

relationships (Berenson, Levine, and Krehbiel, 2009). Therefore, in order

to find relationship between variables researched, the researcher will use

multiple regression method.

According to Berenson, Levine, & Krehbiel (2009), multiple regression

model is used for estimating or forecasting the value of variable Y, which

calculated using several variables that affect Y. The research on

34

(Source: Mark L. Berenson, David M. Levine & Timothy, C. Krehbiel, 2009)

relationship between one dependent variable (Y) with four other

independent variables (X1, X2, X3, and X4) used to understand the

relationship between them. According to Render, Stair, & Hanna (2006),

in any regression model, there is an implicit assumption (which can be

tested) that a relationship exists between the variables. In order to decide

whether to reject or accept the hypothesis, random error α = 0.05 that can

be predicted.

where :

Y = Consumer Buying Behavior Β0 = Constant

X1 = Merchandising Display ℮ = Random error

X2 = Store Layout

X3 = Signage

X4 = Atmospheric

Hypothesis Testing 3.10

3.10.1 T- Test

T-test for the partial regression coefficient is intended to determine how

far the influence of one variable independent (Merchandise Display, Store

Layout, Signage, Atmospheric) individually in explaining the dependent

variable (Consumer Buying Behavior). The testing of the regression is

used by two way test as below:

1. H0 : β1 = 0. It means there is no significant influence of each

independent variable (X) towards dependent variable (Y).

2. Ha : β1 ≠ 0. It means there is significant influence of each independent

variable (X) towards dependent variable (Y).

Testing approach:

35

1. If t value < t table = H0 is accepted or when the level of significant > 5%

(0.005), the particular variable is not giving significant influence

towards dependent variable.

2. If t value > t table = H0 is accepted or when the level of significant < 5%

(0.005), the particular variable is giving significant influence towards

dependent variable.

3.10.2 F-Test

F-Test is also used to determine the influence of market demand and

innovation distribution channel and price toward product extinction. If F

value > F table, Ho rejected and Ha accepted. Oppositely, if F value < F

table, then Ho accepted and Ha rejected with α = 0.005 (5%).

3.10.3 The Coefficient of Determination

The coefficient of determination (R2) was essentially measured how

much the ability of the model to explain the variations dependent variable.

The coefficient of determination is between zero and one. The coefficient

of determination (R2) is a measurement for the overall value of variable in

predicting the outcome variable in the linear regression setting. R-squared

is always between 0% and 100%,

1. 0% indicates the model explains none of the variability of the response

data around its mean.

2. 100% indicates that the model explains all the variability of the response

data around its mean.

36

CHAPTER IV

ANALYSIS AND INTERPRETATION

This chapter present, analyzes and interprets the significant data of the study

Corporate Profile 4.1

UNIQLO is one of the top 3 world apparel company after ZARA and

H&M (Parietti, 2015), which originally started as textile manufacturer at

Yamagcuchi, Japan in 1949. Over the past decade UNIQLO has boomed

in Asia clothing market and become one of the Asia’s biggest clothing

retailers. It has operated in Asia market like China, Hong Kong, South

Korea, Singapore, Taiwan, Malaysia, Thailand, Philippine and Indonesia.

It was originally entered Indonesia clothing market in October 2012 with a

name of PT. Fast Retailing Indonesia. It is a joint venture business with

Mitsubishi Corporation. PT. Fast Retailing Indonesia (UNIQLO) opened

the first store, the UNIQLO Lotte Shopping Avenue Store in June 2013,

located in Jendral Sudirman Street, Kuningan, South Jakarta. Presently,

UNIQLO has 10 store outlets in Indonesia, especially located in West Java.

UNIQLO established a Specialty store retailer of Private label Apparel

business model which its business fully controlled by itself start from the

design, production until the distribution to its store outlet for final sale.

UNIQLO has emphasized on simple and essential yet universal concept on

their clothing which could ease their customers to freely combine their

own unique styles when wearing UNIQLO apparels, even in everyday

wear. Besides fashionable, UNIQLO is also focusing on how to produce

comfortable and quality clothing for its customers. UNIQLO has

combining the technology in producing its clothing product. “Heat Tech”

is become one of the great example of it, which could keep body warm in a

cold weather along with a simple design.

UNIQLO upholds “Three Promises” to its customers which are always

keep the sales floor clean, advertised items in stock and accept returns and

37

exchanges within thirty days after purchased if they found any defective

product. Besides, UNIQLO also emphasize on providing a great store

experience to its customers. A simple, white-toned interiors and product

displays designed is used to highlight the inherent quality of the products.

UNIQLO are concerning to create a stores that with an easy navigate for

assist its customer to find desired products fast and simple.

4.1.1 Vision, Mission, Corporate Value & Corporate Principles

Vision

To be the Number One clothing retailer in the world

Mission

To create truly great clothing with new and unique value, and to enable

people all over the world to experience the joy, happiness and

satisfaction of wearing such great clothes

To enrich people’s lives through our unique corporate activities, and to

seek to grow and develop our company in unity with society

Corporate Value

Approaching issues from the customer perspective

Embracing innovation & challenge

Respecting and supporting individuals to foster both corporate and

personal growth

Committing to ethical standards and correctness

Corporate Principles

Do everything possible for our customers

Pursue excellence and aim for the highest possible level of

achievement

Achieve strong results through the promotion of diversity and

teamwork

38

Move speedily and decisively in everything we do

Conduct business in a very real way based on the current marketplace,

products and facts

Act as global citizens with ethics and integrity

4.1.2 Products

Types of product sell in UNIQLO Indonesia:

1. T-shirt

2. Shirt

3. Jacket and Coat

4. Jeans

5. Skirt

6. Pants

7. Underwear

8. Sock

9. Legging

10. Pajamas

Data Analysis 4.2

4.2.1 Reliability Test

Reliability was conducted using SPSS 20.0 and arranged data using

Microsoft Excel to tabulate Cronbach’s Alpha of the research instruments.

The results are as followed.

4.2.1.1 Merchandise Display

Table 4.1 Cronbach’s Alpha Merchandise Display

(Source: Data Resulted of Cronbach’s Alpha, SPSS 20.0)

The result shows reliability coefficient of Cronbach’s Alpha of .792 on

Merchandise Display. Based on the Interpretation for Cronbach’s Alpha

Value, this parameter is acceptable.

Reliability Statistics

Cronbach's

Alpha

N of Items

.792 5

39

4.2.1.2 Store Layout

Table 4.2 Cronbach’s Alpha Store Layout

Reliability Statistics

Cronbach's

Alpha

N of Items

.894 5

(Source: Data Resulted of Cronbach’s Alpha, SPSS 20.0)

The result shows reliability coefficient of Cronbach’s Alpha of .894 on

Store Layout. Based on the Interpretation for Cronbach’s Alpha Value this

parameter is acceptable and included as a good reliability rate.

4.2.1.3 Signage

Table 4.3 Cronbach’s Alpha Signage

Reliability Statistics

Cronbach's

Alpha

N of Items

.746 4

(Source: Data Resulted of Cronbach’s Alpha, SPSS 20.0)

The result shows reliability coefficient of Cronbach’s Alpha of .746 on

Signage. Based on the Interpretation for Cronbach’s Alpha Value, this

parameter is acceptable.

4.2.1.4 Atmospheric

Table 4.4 Cronbach’s Alpha Atmospheric

Reliability Statistics

Cronbach's

Alpha

N of Items

.843 5

(Source: Data Resulted of Cronbach’s Alpha, SPSS 20.0)

The result shows reliability coefficient of Cronbach’s Alpha of .843 on

Atmospheric. Based on the Interpretation for Cronbach’s Alpha Value, this

parameter is acceptable and included as good reliability rate.

40

4.2.1.5 Consumer Behavior

Table 4.5 Cronbach’s Alpha Consumer Behavior

Reliability Statistics

Cronbach's

Alpha

N of Items

.896 5

(Source: Data Resulted of Cronbach’s Alpha, SPSS 20.0)

The result shows reliability coefficient of Cronbach’s Alpha of .896 on

Consumer Behavior. Based on the Table 3.3 Interpretation for

Cronbach’s Alpha Value in Chapter III, this parameter is acceptable and

included as a good reliability rate.

4.2.2 Validity Test

Validity test was conducted by using SPSS to tabulate Pearson Correlation

matrix of the questionnaires. Data was first arranged in Microsoft Excel

and the analyzed in SPSS 20.0

Table 4.6 Validity Test (Pearson Correlation) of Reference Group

Variable Question R Table (α = 5%) Valid

Percent Description

Merchandise

Display (X1)

X11 0.361 .696 Valid

X12 0.361 .640 Valid

X13 0.361 .851 Valid

X14 0.361 .778 Valid

X15 0.361 .742 Valid

Store Layout (X2)

X21 0.361 .822 Valid

X22 0.361 .822 Valid

X23 0.361 .821 Valid

X24 0.361 .908 Valid

X25 0.361 .824 Valid

Signage (X3) X31 0.361 .732 Valid

X32 0.361 .615 Valid

41

X33 0.361 .828 Valid

X34 0.361 .876 Valid

Atmospheric (X4)

X41 0.361 .773 Valid

X42 0.361 .828 Valid

X43 0.361 .823 Valid

X44 0.361 .688 Valid

X45 0.361 .807 Valid

Consumer

Behavior (X5)

X51 0.361 .875 Valid

X52 0.361 .844 Valid

X53 0.361 .835 Valid

X54 0.361 .784 Valid

X55 0.361 .867 Valid

(Source: Data Processing Result from SPSS 20)

4.2.3 Demographic Profile

The questionnaire has been collected through online questionnaire which

targeted on UNIQLO Customers’ on Mall Taman Anggrek, West Jakarta.

The total questionnaire collected was 100 questionnaires and used as the

sample size in this research. From 100 respondents who gave their

opinions about the statements in the questionnaire, it can be seen there are

differences in the characteristic between one respondent with the other

respondents. These differences include respondents’ gender, age, visit

frequency, time for shopping, number of items purchased and their

impression towards UNIQLO store.

42

4.2.3.1 Gender

Table 4.7 Respondent Profile - Gender

Gender Number of Respondent

Female 61

Male 39

(Source: Data Result from SPSS 20.0)

Figure 4.1 Respondent Profile - Gender (Source: Data Result from SPSS 20.0)

As it is shown in table 4.7 and figure 4.1 about respondent profile

concerning gender, this research was dominated by females respondents,

which are 61 females (61%) and the others, were 39 males participated in

this research.

61%

39%

Gender

Female

Male

43

4.2.3.2 Age

Table 4.8 Respondent Profile - Age

Age Number of

Respondent

< 17 3

17 – 25 76

25 – 35 18

> 35 3

(Source: Data Result from SPSS 20.0)

Figure 4.2 Respondent Profile - Age

(Source: Data Result from SPSS 20.0)

Table 4.8 and Figure 4.2 shown the respondent profile in this research is

dominated by 76 people (76%) in the age between 17 – 25 years old,

following by 18 people (18%) in the age between 25- 35 years old, and

respectively 3 people (3%) in the age under 17 years old and above 35

years old.

3%

76%

18%

3%

Age

< 17

17 - 25

25 - 35

> 35

44

4.2.3.3 Visit Frequency

Table 4.9 Respondent Profile - Visit Frequency

Visit Frequency Number of Respondent

Once a week/ Seminggu sekali 4

Twice a week/ Seminggu dua kali 5

Once every two weeks/ Dua minggu sekali 6

Once a month/ Sebulan sekali 29

Several time in a year/ Beberapa kali dalam setahun 56

(Source: Data Resulted from SPSS 20.0)

Figure 4.3 Respondent Profile – Visit Frequency

(Source: Data Resulted from SPSS 20.0)

Table 4.9 and Figure 4.3 are showing that mostly UNIQLO customer (56%

of the respondents in this research) visit the store several time in a year. 29%

of the respondent visit UNIQLO once a month, 6% of them visit once

every two week, 5% of them visit UNIQLO twice a week and only 4% of

the respondent visit UNIQLO once a week.

4% 5%

6%

29% 56%

Visit Frequency

Once a week/ Seminggu

sekali

Twice a week/ Seminggu

dua kali

Once every two weeks/

Dua minggu sekali

Once a month/ Sebulan

sekali

Several time in a year/

Beberapa kalidalam

setahun'

45

4.2.3.4 Time for shopping

Table 4.10 Respondent Profile – Time for Shopping

Time for shopping Number of Respondent

Below 1 hours/ Di bawah 1 jam 38

1 hour up to 2 hours/ 1 jam s.d 2 jam 42

Above 2 hours/ Di atas 2 jam 20

(Source: Data Resulted from SPSS 20.0)

Figure 4.4 Respondent Profile – Time for Shopping (Source: Data Resulted from SPSS 20.0)

Table 4.10 and Figure 4.4 are showing time for shopping of respondents in

this research (in the form of number and percentage). 42% from this

research respondent is taking 1 hour up to 2 hours for shopping, 38% of

them are likely to shop below 1 hour, and 20% of them are taking above 2

hours for shopping.

38%

42%

20%

Time for Shopping

Below 1 hours/ Di bawah 1 jam

1 hour up to 2 hours/ 1 jam s.d 2 jam

Above 2 hours/ Di atas 2 jam

46

4.2.3.5 Number of Items Purchased

Table 4.11 Respondent Profile – Number of Items Purchased

Number of Items Purchased Number of Respondent

1 – 5 92

5 – 10 8

Above 10/ Di atas 10 0

(Source: Data Resulted from SPSS 20.0)

Figure 4.5 Respondent Profiles – Number of Items Purchased

(Source: Data Resulted from SPSS 20.0)

Table 4.11 and Figure 4.5 shown the respondents in this research are

mostly (92%) purchased 1-5 items of product from UNIQLO store, only 8 %

purchased 5-10 items, and there are no any respondent purchased

UNIQLO product above 10 items in one time purchased.

92%

8%

0%

Number of Items Purchased

1 - 5

5 - 10

Above 10/ Di atas 10

47

4.2.3.6 Impression towards UNIQLO

Table 4.12 Respondent Profile – Impression towards UNIQLO

Impression towards UNIQLO Number of Respondents

Stylish 48

Unique 41

Made for all 31

Simple 65

Technologically Innovative 27

High Quality 47

Colorful 27

Clean 28

Affordable 19

Expensive 8

(Source : Data Resulted from SPSS 20.0)

Figure 4.6 Respondent Profile – Impression towards UNIQLO (Source: Data Resulted from SPSS 20.0)

Table 4.12 and Figure 4.6 are showing the impression of the respondent

towards UNIQLO. Simple is the mostly recognized point by the

respondents, 65 of them think UNIQLO product is simple. 48 respondents

48 41

31

65

27

47

27 28 19

8

0

10

20

30

40

50

60

70

Impression towards UNIQLO

Number of Respondents

48

feel UNIQLO product is stylish, 47 feels it has high quality, 41 of them

feels its product Unique, 31 of the respondents mark UNIQLO product are

made for all (unisex) and 28 respondents feels UNIQLO product & store

clean. Moreover, there are respectively 27 respondents feels UNIQLO

product is technologically innovative and colourful. Besides, only 8

respondents think it is expensive and 19 respondents directly pointed

UNIQLO product is affordable.

4.2.4 Descriptive Statistic Analysis

Descriptive statistic shows the mean and standard deviation on each

dependent and independent variables. Weighted mean is the most wide

spread way to find out which variable is the most (and least) dominant

from all variables based on the mean value. Standard Deviation is a

measure of how spreads out numbers are. The result is shown below.

Table 4.13 Descriptive Statistic

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

MDT 100 1.60 5.00 4.1980 .56389

SLT 100 1.60 5.00 4.2360 .63779

ST 100 1.75 5.00 4.0000 .63663

AT 100 1.60 5.00 4.296 0 .63912

CBT 100 1.60 5.00 4.1400 .60536

Valid N (listwise) 100

From the descriptive statistic shown above, it shows how each independent

(Merchandise Display – MDT, Store Layout – SLT, Signage – ST,

Atmospheric – AT) contributed to the dependent factor (Consumer

Behavior - CBT). On above data, Atmospheric (AT) shows the biggest

contribution with the mean value of 4.2960, which followed by Store

Layout (SLT) with the mean value of 4.2360, Merchandise Display (MDT)

with the mean value of 4.1980, and Signage (ST) with the mean value of

4.000. Therefore, Atmospheric is the variable of Visual Merchandising

that influence the most on Consumer Behavior.

49

Based on Table 3.2 Class Interval of Descriptive Mean in Chapter III, the

mean value of Atmospheric (4.2960) indicated as Strongly Agree, the

mean value of Store Layout (4.2360) indicated as Strongly Agree, the

mean value of Merchandise Display (4.1980) indicated as Agree, and the

mean value of Store Layout (4.000) indicated as Agree.

4.2.4.1 Respondent Responses on Merchandise Display (X1)

Statement 1: The store offers a seasonal & eye-catching window display

Statement 2: New items are presented noticeably to draw the customers

Statement 3: The store’s merchandise arrangement is attractive & unique

Statement 4: Merchandise is neatly arranged

Statement 5: The items on mannequin display give me idea of what I want

to buy

Table 4.14 Percentage of Respondents on Merchandise Display

Scale Percentage of Respondents on Merchandise Display

Statement 1 Statement 2 Statement 3 Statement 4 Statement 5

SD 0 % 0 % 1 % 0 % 2 %

D 2 % 2 % 5 % 1 % 5 %

N 8 % 6 % 12 % 7 % 15 %

A 62 % 56 % 49 % 32 % 49 %

SA 28 % 36 % 33 % 60 % 29 %

TOTAL 100 % 100 % 100 % 100 % 100 %

(Source: Developed by Researcher)

Table 4.14 is clearly shown the respondent responses toward the influence

of several points of merchandise display. There are approximately 90% of

the respondents agree and strongly agree with the first statement: “The

store offers a seasonal & eye-catching window display”, while there are 92%

of the respondents agree and strongly agree on statement 2: “New items

are presented noticeably to draw the customers”. Further, statement 3:

“The store’s merchandise arrangement is attractive & unique” is gotten 85%

50

agree and strongly agree responses from respondent. Statement 4:

“Merchandise is neatly arranged” is agreed and strongly agreed by 92% of

respondents. In addition, Statement 5: “The items on mannequin display

give me idea of what I want to buy there” is only gotten 78% agree and

strongly agree responses from the respondents. Based on the responses, it

could be summarized that respondents are much more agreed and strongly

agreed if the noticeably presentation of new item and merchandise

neatness arrangement of UNIQLO has the greatest contribution to

Merchandise Display aspect and then supported by the other statement.

4.2.4.2 Respondent Responses on Store Layout

Statement 1: The way through the store is well-structured so that

consumers have no difficulty finding their way

Statement 2: Room setting arrangement or mock-ups is attractive

Statement 3: Walking space in the store is not crowded

Statement 4: Shelf space is appropriately occupied

Statement 5: The store makes me feel like exploring it

Table 4.15 Percentage of Respondents on Store Layout

Scale Percentage of Respondents on Store Layout

Statement 1 Statement 2 Statement 3 Statement 4 Statement 5

SD 1 % 0 % 0 % 0 % 1 %

D 4 % 4 % 2 % 2 % 3 %

N 15 % 12 % 10 % 8 % 17 %

A 33 % 53 % 26 % 44 % 45 %

SA 47 % 31 % 62 % 45 % 34 %

TOTAL 100 % 100 % 100 % 100 % 100 %

(Source: Developed by Researcher)

Table 4.15 is showing the respondent responses toward the influence of

several points of store layout. There are approximately 80% of the

respondents agree and strongly agree with the first statement: “The way

51

through the store is well-structured so that consumers have no difficulty

finding their way”, while there are 84% of the respondents agree and

strongly agree on statement 2: “Room setting arrangement or mock-ups is

attractive”. Further, statement 3: “Walking space in the store is not

crowded” is gotten 86% agree and strongly agree responses from

respondent. Statement 4: “Shelf space is appropriately occupied” is agreed

and strongly agreed by 89% of respondents. In addition, Statement 5: “The

store makes me feel like exploring it” is only gotten 79% agree and

strongly agree responses from the respondents. Based on the responses, it

could be summarized that respondents are much more agreed and strongly

agreed if the immense store walking space and appropriate occupy of

shelf space of UNIQLO has the greatest contribution to Store Layout

aspect and it also supported by the other statement.

4.2.4.3 Respondent Responses on Signage

Statement 1: Price tags are so clear that it does not require help of

salesperson

Statement 2: Signage is clearly visible

Statement 3: Discount or clearance items are displayed together in a

specific area of the store

Statement 4: Signs clearly identify items on sale

Table 4.16 Percentage of Respondents on Signage

Scale Percentage of Respondents on Signage

Statement 1 Statement 2 Statement 3 Statement 4

SD 2 % 0 % 1 % 0 %

D 2 % 7 % 9 % 7 %

N 6 % 19 % 13 % 9 %

A 55 % 61 % 45 % 58 %

SA 35 % 13 % 32 % 26 %

TOTAL 100 % 100 % 100 % 100 %

(Source: Developed by Researcher)

52

Table 4.16 shows the respondent responses toward the influence of several

points of signage. There are approximately 90% of the respondents agree

and strongly agree with the first statement: “Price tags are so clear that it

does not require help of salesperson”, while there are 74% of the

respondents agree and strongly agree on statement 2: “Signage is clearly

visible”. Further, statement 3: “Discount or clearance items are displayed

together in a specific area of the store” is gotten 77% agree and strongly

agree responses from respondent. Statement 4: “Signs clearly identify

items on sale” is agreed and strongly agreed by 84% of respondents. Based

on the responses, it could be summarized that respondents are much more

agreed and strongly agreed if UNIQLO clear price tags and signs of on

sale items has the greatest contribution to Store Layout aspect and it also

supported by the other statement like specific area of discount or clearance

item and visible signage.

4.2.4.4 Respondent Responses on Atmospheric

Statement 1: The store offers comfortable shopping environment

Statement 2: Color coordination creates an appealing store atmosphere

Statement 3: The lighting in the store is pleasing to the eyes, and makes

me to stay more

Statement 4: The cleanliness of store attracts me to visit again

Statement 5: The lighting of the stores makes things more visible and

attractive to me

53

Table 4.17 Percentage of Respondents on Atmospheric

Scale Percentage of Respondents on Atmospheric

Statement 1 Statement 2 Statement 3 Statement 4 Statement 5

SD 1 % 0 % 1 % 0 % 2 %

D 2 % 1 % 4 % 2 % 0 %

N 9 % 11 % 11 % 15 % 10 %

A 44 % 38 % 32 % 47 % 36 %

SA 44 % 47 % 55 % 36 % 52 %

TOTAL 100 % 100 % 100 % 100 % 100 %

(Source: Developed by Researcher)

Table 4.17 is showing the respondent responses toward the influence of

several points of atmospheric. There are approximately 88% of the

respondents agree and strongly agree with the first statement: “The store

offers comfortable shopping environment”, while there are 85% of the

respondents agree and strongly agree on statement 2: “Color coordination

creates an appealing store atmosphere”. Further, statement 3: “The lighting

in the store is pleasing to the eyes, and makes me to stay more” is gotten

87% agree and strongly agree responses from respondent. Statement 4:

“The cleanliness of store attracts me to visit again” is agreed and strongly

agreed by 83% of respondents. In addition, Statement 5: “The lighting of

the stores makes things more visible and attractive to me” is only gotten 88%

agree and strongly agree responses from the respondents. Based on the

responses, it could be summarized that respondents are almost evenly

agreed and strongly agreed if UNIQLO provide comfortable shopping

environment, great color coordination, pleasing lighting for eyes,

cleanliness and attractive lighting effect has good contribution to

Atmospheric aspect.

4.2.4.5 Respondent Responses on Consumer Buying Behavior

Statement 1: I am pleased to shop at UNIQLO because it has attractive

merchandise display

54

Statement 2: I am pleased to shop at UNIQLO because it has good layout,

and moving space

Statement 3: I am pleased to shop at UNIQLO because it has clear signage

Statement 4: I am pleased to shop at UNIQLO because it has good and

enjoyable ambience/ atmosphere

Statement 5: I recommend others to shop at UNIQLO

Table 4.18 Percentage of Respondents on Consumer Buying

Behavior

Scale Percentage of Respondents on Consumer Buying Behavior

Statement 1 Statement 2 Statement 3 Statement 4 Statement 5

SD 1 % 2 % 0 % 0 % 0 %

D 3 % 1 % 1 % 1 % 2 %

N 13 % 14 % 24 % 10 % 15 %

A 52 % 40 % 52 % 48 % 50 %

SA 31 % 43 % 23 % 41 % 33 %

TOTAL 100 % 100 % 100 % 100 % 100 %

(Source: Developed by Researcher)

Table 4.18 shows the respondent responses toward the influence of several

points of consumer buying behavior. There are approximately 83% of the

respondents agree and strongly agree with the first statement: “I am

pleased to shop at UNIQLO because it has attractive merchandise display”,

while there are 83% of the respondents agree and strongly agree on

statement 2: “I am pleased to shop at UNIQLO because it has good layout,

and moving space”. Further, statement 3: “I am pleased to shop at

UNIQLO because it has clear signage” is gotten 75% agree and strongly

agree responses from respondent. Statement 4: “I am pleased to shop at

UNIQLO because it has good and enjoyable ambience/ atmosphere” is

agreed and strongly agreed by 89% of respondents. In addition, Statement

5: “I recommend others to shop at UNIQLO” is only gotten 83% agree and

strongly agree responses from the respondents. Based on the responses, it

could be summarized that respondents are much more agreed and strongly

55

agreed if comfortable shopping environment, attractive merchandising

display, good layout and moving space of UNIQLO has influence them in

their buying behaviour. In addition, the consumer buying behaviour is also

supported by the clear signage factor. Aside those 4 factors, 83% of the

respondent are likely to recommend UNIQLO to others.

4.2.5 Classic Assumption Test

Further step in doing multiple regression analysis, the classical assumption

test is required to be executes into this three types of test, such as

Normality test, Heteroscedascity test and Multicollinearity test.

4.2.5.1 Normality Test

Normality test is used to identify the independent varibles (MD, SL, S, A)

and dependent variable (CB) on resulting regression equation, are

distributed properly and normally or not. Normality performed using the

test chart (histogram and Normal P-P plots).

Figure 4.7 Normality Test : P-P Plot (Source: Data Processing Result of SPSS 20.0)

56

Refer on the curve shown above, the plots are following the diagonal line

as how the normal distribution happened. The value expected to be close

with the diagonal line in order to indicate low deviation from the observed

values (Jon, 2013). The figures show the values are laying around the

expected value of normality, therefore, the plot proves the normality met

with the assumption.

Figure 4.8 Normality: Histogram (Source: Data Processing Result of SPSS 20.0)

The curves shows on Figure 4.8 indicated a proper normal distribution

with the bell shapes curve in the center, and either skewed to the left or the

rights. It signifies the data have variation of value that normally distributed

and can be used to approximate various discrete probability distribution

and eligible to conduct research.

57

4.2.5.2 Heteroscedascity Testing

Heteroscedascity test is required to identify whether the residual value

have difference variance or not. Multiple regression equation is good if

there is no Hetorescedascity. Heteroscedascity test generates scatter plot

(chart patterns point spread) as shown in figure 4.9 below.

Figures 4.9 Heteroscedascity Test (Source: Data Processing Result, SPSS 20.0)

The Heteoscedascity Test resulted in Figure 4.9 indicates there is no

certain Heteroscedascity problem happened in this research because the

plot has spread randomly in upper and below zero level n Y- axis. Besides

there are no certain patterns created. Therefore, these variables of visual

merchandising are eligible to use in order to measuring its influence on

consumer behavior.

4.2.5.3 Multicollinearity Test

Multicollinearity test is required for identifying whether the variable in this

research is related or found multi-correlation. A good regression model

should not have a correlation between independent variables (Sahid.2014).

Multicollinearity occurs when the VIF value is more than 10 and tolerance

values less than 0.1.

58

Table 4.19 Multicollinearity Test

(Source: Data Processing Result, SPSS 20.0)

The result shown in Table 4.19 indicated there is no indicator of

Multicollinearity between each variable happened because the VIF value

on the table is below than 10 and tolerance values greater than 0.1.

4.2.6 Multiple Regression

Multiple Regression is used to determine the significant influence through

independent variable through dependent variable. Statistical calculations in

a multiple linear regression analysis were used in SPSS. Summary of result

data processing by using SPSS program were as follow:

Table 4.20 Multiple Regression Analysis

Coefficientsa

Model

Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) .199 .288 .693 .490

MDT .367 .100 .342 3.660 .000

SLT .129 .095 .135 1.352 .180

ST .110 .085 .116 1.294 .199

AT .329 .082 .348 4.002 .000

a. Dependent Variable ; CBT

(Source: Data Processing Result, SPSS 20.0)

Based on Table 4.20, the multiple regression analysis will be interpreted in

the standardized form of the equation as follow:

Coefficientsa

Model Collinearity Statistics

Tolerance VIF

1

(Constant)

MDT .399 2.508

SLT .346 2.890

ST .432 2.313

AT .460 2.173

s. Dependent Variable ; CBT

59

Y = 0.199+ 0.367 X1 + 0.329 X4

Where,

Y = Consumer Behavior

X1 = Merchandise Display

X4 = Atmospheric

From the Table 4.20 and equation above, among the 4 independent there

are only 2 independent variables that have significant influence towards

customer satisfaction. The detail conclusion of the test result is explained

as follow:

1. The significance value of Merchandise Display is 0.000 which is less

than α (0.05). Hence, it can be concluded that every 1% increased of

Merchandise Display will able to increase consumer behavior by

0.367 percent.

2. The significance value of Atmospheric is 0.000 which is less than α

(0.05). Hence, it can be concluded that every 1% increased of

Atmospheric will able to increase consumer behavior by 0.339 percent.

The other variable like Store Layout and Signage does not have significant

influence on dependent variable because the significant number shown for

these two variables on the Table 4.15 is more than 0.05

4.2.7 Coefficient of Determination Analysis (Adjusted R2)

The coefficient of determination (R2) used to measure how much the

ability of the model to explain the variations dependent variable. The value

of coefficient determination (R2) is between zero and one. The coefficient

represent in this table below:

60

Table 4.21 Multiple Regression Analysis: Coefficient Determination

(R2)

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .819a .670 .656 .35500 1.918

a. Predictors: (Constant), ST, AT, MDT, SLT

b. Dependent Variable: CBT

(Source: Data Processing Result, SPSS 20.0)

Results calculated using SPSS can be seen from the adjusted R square

value of 0.656 that is obtained. It means the Merchandise display, Store

Layout, Signage, and Atmospheric are 65.6% influencing the Consumer

behavior. The others 34.4% are the other factors affected the consumer

behaviour but not included in this research like advertising, promotion.

Hypothesis Testing Result 4.3

4.3.1 T-Test

T- Test is used to measuring the partial significant influence from the

independent variables on the dependent variable. This test can be done

manually by comparing the calculated t and T-Table. Each independent

variable will be significant toward independent variable if the Sig. of each

independent variable is less than 0.05. T-test result in this study can be

seen in Table 4.20. There are only 2 independents variable are significant

and 2others are not. Here is the result:

1. The significant value of Merchandise Display is less than 0.05; it

means that the variable of Merchandise Display give significant

effect towards consumer behavior in fashion retailed setting.

Therefore, the null hypothesis (Ho1) is rejected and the alternative

hypothesis (Ha1) is accepted.

Ho1: There is no partial significant influence of merchandise display

towards consumer buying behavior at UNIQLO

61

Ha1: There is a partial significant influence of merchandise display

towards consumer buying behavior at UNIQLO

2. The significant value of Store Layout is more than 0,05; it means the

Store Layout variable didn’t give significant effect towards

consumer behavior in fashion retailed setting. Therefore, the null

hypothesis (Ho2) is accepted and the alternative hypothesis (Ha2) is

rejected.

Ho2: There is no partial significant influence of store layout towards

consumer buying behavior at UNIQLO

Ha2: There is a partial significant influence of store layout towards

consumer buying behavior at UNIQLO

3. The significant value of Signage is more than 0.05; it means that the

variable of Signage didn’t give significant effect towards consumer

behavior in fashion retailed setting. Therefore, the null hypothesis

(Ho3) is accepted and the alternative hypothesis (Ha3) is rejected.

Ho3: There is no partial significant influence of signage towards

consumer buying behavior at UNIQLO

Ha3: There is a partial significant influence of signage towards

consumer buying behavior at UNIQLO

4. The significant value of Atmospheric is less than 0,05; it means the

Atmospheric variable give significant effect towards consumer

behavior in fashion retailed setting. Therefore, the null hypothesis

(Ho4) is rejected and the alternative hypothesis (Ha4) is accepted.

Ho4: There is no partial significant influence of Atmospheric

towards consumer buying behavior at UNIQLO

Ha4: There is a partial significant influence of Atmospheric towards

consumer buying behavior at UNIQLO

62

4.3.2 F-Test

F-Test is using for analyze whether all of the independent variable have

collectively influence on dependent variable. This F-Test was conducted

be using SPSS 20.0, with the result as follow:

Table 4.22 Multiple Regression : F-test

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 24.308 4 6.077 48.220 .000b

Residual 11.972 95 .126

Total 36.280 99

a. Dependent Variable: CBT

b. Predictors: (Constant), ST, AT, MDT, SLT

(Source: Data Processing Result, SPSS 20.0)

Based on ANOVA result on the Table 4.22 above, the F is calculated on

48.220 with the level of significant is 0.000 which is lower than 0.05. This

proves that all the independent variables (Merchandise Display, Store

Layout, Signage and Atmospheric) have simultaneous significant

relationship with the dependent variable (Consumer Behavior). Therefore,

the null hypothesis Ho5 is rejected and the alternative hypothesis Ha5 is

accepted.

Ho5: There is no simultaneous significant influence of merchandise

display, store layout, signage, atmospheric, towards consumer

buying behavior at UNIQLO

Ha5: There is a simultaneous significant influence of merchandise display,

store layout, signage, and atmospheric, towards consumer buying

behavior at UNIQLO

Interpretation of the Result 4.4

The Table 4.21 Coefficient determination (adjusted R) of multiple

regression models has clearly shown the dependent variable (Consumer

Behavior) in this study is 65.6% affected by Visual Merchandising

63

elements (independent variable) such as Merchandising Display, Store

Layout, Signage, and Atmospheric. However, there is also 34.4% of

another element like marketing strategy, advertising that affecting

consumer behavior. Meanwhile, the ANOVA test result shown at Table

4.18, the F is calculated on 48.220 with the level of significant is 0.000

which is lower than 0.05. This proves that all the independent variables

(Merchandise Display, Store Layout, Signage and Atmospheric) have

simultaneous significant relationship with the dependent variable

(Consumer Behavior). Therefore, the null hypothesis Ho5 is rejected and

the alternative hypothesis Ha5 is accepted.

4.4.1.1 Merchandise Display

The result of T-test shown at Table 4.20, t- value of Merchandise Display

as independent variable is calculated on 3.660 with the significant value of

0.000 which is less than 0.05. This value proves the Merchandise Display

variable do contribute on the consumer behavior in fashion retail setting

which is similar to the result of previous research done by Hefer (2012)

that found Visual merchandising displays contributed to the image of the

store and also added to the character of the store. Therefore, according to

the significant value of the T-test, the researcher rejects the null hypothesis

(Ho1) and accepts the alternative hypothesis (Ha1). In addition, from the

regression coefficient, it could be illustrate if the value of Merchandise

Display increase in one unit while the other variable remain constant, then

the value of Consumer Behavior will increase as much as 0.367 units.

4.4.1.2 Atmospheric

The result of T-test shown at Table 4.20, t- value of Atmospheric as

independent variable is calculated on 4.002 with the significant value of

0.000 which is less than 0.05. This value verifies the Atmospheric variable

has contributed on the consumer behavior in fashion retail setting which is

similar to the result of previous research done by Singh, Katiya and Verma

64

(2012) that found Store Atmospherics is the most significant variables,

with major element factors that include window display. Therefore,

according to the significant value of the T-test, the researcher rejects the

null hypothesis (Ho4) and accepts the alternative hypothesis (Ha4). In

addition, from the regression coefficient, it could be illustrate if the value

of Atmospheric increase in one unit while the other variable remain

constant, then the value of Consumer Behavior will increase as much as

0.329 units.

4.4.1.3 Store Layout

The result of T-test shown at Table 4.20, t- value of Store Layout as

independent variable is calculated on 1.352 with the significant value of

0.180 which is more than 0.05. This value verifies the Store Layout

variable has no significant influence on the consumer behavior in fashion

retail setting which different with the previous studies done by Singh,

Katiya and Verma (2012) that Store Layout / Store Design emerged as the

second most important determinant / significant variables. The

insignificant relationship of store layout towards consumer behaviour in

this research might because of the in-store pathway is less organized or

monotone design, which might lead consumer confuse and boring for

exploring the store. Therefore, based on the significant value, the

researcher accepts the null hypothesis (Ho2) and rejects the alternative

hypothesis (Ha4).

4.4.1.4 Signage

The result of T-test shown at Table 4.20 t- value of Signage as independent

variable is calculated on 1.294 with the significant value of 0.199 which is

more than 0.05. This value verifies the Signage variable has no significant

influence on the consumer behavior in fashion retail setting which

different with the previous studies done by Banat and Wandebori (2012)

that signage has significant influence on sales per visit. The insignificant

65

relationship of store layout towards consumer behavior in this research

might because the store did not display a clear signage (direction signage)

that lead consumer confuse while shopping. Therefore, based on the

significant value, the researcher accepts the null hypothesis (Ho2) and

rejects the alternative hypothesis (Ha4).

66

CHAPTER V

CONCLUSION AND RECOMMENDATION

This chapter presents the summary, conclusion, and recommendation of the study

Conclusion 5.1

This research is intended to analyze whether there is correlation between 4

independent variables (Merchandise Display, Store Layout, Signage, and

Atmospheric) toward one dependent variable (Consumer Buying

Behavior). According to the result and discussion on Chapter IV, the

conclusion drawn from this research is as follow:

a. Merchandise Display has significant value less than 0.05 which

means this variable give the significant influence toward consumer

behavior in fashion retail setting.

b. Store Layout has significant value more than 0.05 which means this

variable did not has the significant influence toward consumer

behavior in fashion retail setting.

c. Signage has significant value more than 0.05 which means this

variable give did not has the significant influence toward consumer

behavior in fashion retail setting.

d. Atmospheric has significant value more than 0.05 which means this

variable give the significant influence toward consumer behavior in

fashion retail setting.

e. All Visual Merchandising variables (Merchandise Display, Store

Layout, Signage, and Atmospheric) are simultaneously significant

towards Consumer Buying Behavior. In other words, the whole

Visual Merchandising dimension influences the UNIQLO Consumer

Buying Behavior

67

Recommendation 5.2

From the result of this research, the researcher would like contribute

several recommendations that might be used as the consideration on visual

merchandising in fashion retail setting a case study of UNIQLO fashion

store at Mall Taman Anggrek.

5.2.1 For Researcher

The researcher might give this study as the reference for UNIQLO in order

to help them to improve their Visual Merchandising element that might

contribute to its sales growth. In addition, the researcher might do further

research on the other outlet of UNIQLO stores in order for proofing the

study, and give more reference to UNIQLO.

5.2.2 For UNIQLO

According to the research result, there are 2 independent variables has

significant influence on dependent variable, and 2 others that has no

significant influence. The variable that has no significant influences are

Store Layout and Signage. Therefore, UNIQLO is recommended to spend

more thought for improving it. Researcher has found that customers agree

on how UNIQLO provide an appropriate space for customers’ movement,

but the insignificant of the research might because of the in-store pathway

is less organized or monotone design. UNIQLO might try to rearrange the

store layout in order to give their customers new experience in exploring

the stores (See Appendices VII). In addition, signage also becomes one of

the factors that need to be concerned. Since UNIQLO store is adopt white

color basis, the current signage (white signage with only black letter) is

might be caused consumer could not see the signage clearly. . Therefore, it

is suggested for UNIQLO to put color signage (price signage, direction

signage) in order to help consumer quickly directed and recognized the

point they are likely to see. These improvements are needed to increase the

68

number of customers and create an enjoyable shopping experience for

customers who might turn out into loyal customers for UNIQLO.

5.2.3 For Future Researcher

1. In this research, researcher found that Visual Merchandising element as

the independent variable like Merchandise Display, Store Layout,

Signage, Atmospheric has influenced the consumer behavior in fashion

retail setting by 65.6%, and the remaining 34.4% are the other element

besides visual merchandising. Therefore, future studies are advised to

investigate in other factors besides visual merchandising (Merchandise

Display, Store Layout, Signage, Atmospheric) that could influence the

consumer behavior in fashion retail setting.

2. Future studies also are advised to take a further research on the other

visual merchandising elements like Merchandise Assortment,

Appealing Exhibition, Online/ Website visual merchandising.

3. Future researcher is suggested to examine further about the influence of

each visual merchandising elements towards consumer behavior by

focusing on Creative Coordination, Creative Windows Display

(Merchandise Display), Store design and Store image (Store layout),

Cleanliness, Fragrance, Color, Scent, Music (Atmospheric).

4. Further researcher also could take the same research on the other

company / place, with another wider population as the comparison and

complements to this research.

69

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75

APPENDICES I

QUESTIONNAIRE (ENGLISH VERSION)

Dear Respondents,

Thank you for sharing your valuable time to fill this important survey for my

education purpose measuring about visual merchandising in Uniqlo Fashion

Retail Company. This survey will help us to recognize and understand more about

4 factors of visual merchandising in influencing the Uniqlo Fashion Retail Setting.

This survey will consists of three parts:

Part I : Respondent Profile

Part II : Questionnaire Filling Guidance

Part III : Questionnaire

Your perception will give contribution on improving of visual merchandising of

Uniqlo Jakarta. This questionnaire is very significant for this study, so we hope

you will fill this questionnaire honestly and objectively. All data from this

questionnaire will be sticky used for my educational purpose and will be treated as

confidential data.

Jakarta, 23 October 2016

Minerva Agustiani

Management - 2013

76

Part I : Respondent Profile

Please check list on your answer choice

Have you ever shop in Uniqlo ?*

o Yes

o No (Finished)

Gender*

o Male

o Female

Age*

o Under 17

o 17 – 25

o 25 – 35

o > 35

Time spent for shopping*

o Below 1 hours

o 1 hours

o 1 hour up to 2 hours

o Above 2 hours

Visit Frequency*

o Once on a week

o Twice a week

o Once on a month

o Several time in a year

Number of items purchased*

o One up to five items

o Above ten up to fifteen items

o Fifteen up to twenty items

o Above twenty item

Please describe 3 words you can think of Uniqlo*

…………………………………………………………

77

Part II : Questionnaire Filling Guidance

This part contain guidance about how to fill out the Questionnaire. Respondent

only need to give check lish (√) mark on the answer choice. The answer is in the

form of scale with an explanation as follow:

1 = Strongly Disagree

2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

Example:

No Merchandise Display SD D N A SA

1 The store offers a seasonal window display √

2 The store offers an eye-catching window display √

78

Part III : Questionnaire

No Merchandise Display SD D N A SA

1 The store offers a seasonal & eye-catching window

display

2 New items are presented noticeably to draw the

customers

3 The store’s merchandise arrangement is attractive &

unique

4 Merchandise is neatly arranged

5 The items on mannequin display gives me idea of

what I want to buy

No Store Layout SD D N A SA

1

The way through the store is well-structured so that

consumers have no difficulty finding

their way

2 Room setting arrangement or mock-ups is attractive.

3 Walking space in the store is not crowded

4 Shelf space is appropriately occupied

5 The store makes me feel like exploring it.

No Signage SD D N A SA

1 Price tags are so clear that it does not require help of

salesperson.

2 Signage are clearly visible

3 Discount or clearance items are displayed together in

a specific area of the store

4 Signs clearly identify items on sale

79

No Atmospheric SD D N A SA

1 The store offers comfortable shopping environment

2 Color coordination creates an appealing store

atmosphere

3 The lighting in the store is pleasing to the eyes, and

makes me to stay more.

4 The cleanliness of store attracts me to visit again

5 The lighting of the stores makes things more visible

and attractive to me

No Consumer Behavior SD D N A SA

1 I am pleased to shop at Uniqlo because it has

attractive merchandise display

2 I am pleased to shop at Uniqlo because it has good

layout, and moving space

3 I am pleased to shop at Uniqlo because it has clear

signage

4 I am pleased to shop at Uniqlo because it has good

and enjoyable ambience/ atmosphere

5 I recommend others to shop at Uniqlo

80

QUESTIONNAIRE (INDONESIAN VERSION)

Kepada Responden terhormat,

Saya ingin meminta sedikit waktu Anda untuk berpartisipasi dalam kuesioner ini.

Kuisioner ini adalah bagian dari skripsi saya tentang pengaruh visual

merchandising terhadap perilaku pembeli di dalam pengaturan ritel fashion,

sebuah studi kasus dari Uniqlo Jakarta. Kuisioner ini terdiri dari tiga bagian :

Bagian I : Profile Responden

Bagian II : Tata Cara Pengisian Kuisioner

Bagian III : Kuisioner

Persepsi Anda akan sangat membantu Uniqlo Jakarta dalam meningkatkan Visual

Merchandisingnya. Oleh karena itu, mohon Anda dapat mengisi kuisioner ini

dengan jujur dan objektif karena jawaban Anda sangat penting dalam penelitian

ini. Semua data dari kuisioner ini akan digunakan untuk tujuan penelitian saya

saja dan akan diperlakukan sebagai data rahasia.

Jakarta, 23 Oktober 2016

Minerva Agustiani

Management - 2013

81

Bagian I : Profil Responden

Berikan tanda checklist pada pilihan Anda

Apakah Anda pernah berbelanja di Uniqlo?*

o Ya

o Tidak (Berakhir)

Jenis Kelamin*

o Laki-laki

o Perempuan

Umur*

o Di bawah 17

o 17 – 25

o 25 – 35

o > 35

Lama waktu berbelanja*

o Di bawah 1 jam

o 1 jam

o 1 jam sampai 2 jam

o Di atas 2 jam

Visit Frequency*

o Once on a week

o Twice a week

o Once on a month

o Several time in a year

Banyaknya barang yang dibeli*

o 1 sampai 5 item

o 10 sampai 15 item

o 15 sampai 20 item

o Di atas 20 item

Sebutkan 3 kata yang mendeskripsikan Uniqlo*

…………………………………………………………

82

Bagian II : Petunjuk Pengisian Kuisioner

Bagian ini terdiri dari petunjuk bagaimana mengisi kuisioner ini. Responder

hanya perlu memberikan tanda check list (√) pada pilihan jawaban Anda. Jawaban

dalam form dijelaskan sebagai berikut:

1 = Sangat Tidak Setuju

2 = Tidak Setuju

3 = Netral

4 = Setuju

5 = Sangat Setuju

Example:

No Merchandise Display STS TS N S SS

1 Uniqlo menyajikan tampilan produk secara musiman √

2 Display Produk Uniqlo sangat menarik √

83

Bagian III : Kuisioner

No Tampilan Produk SD D N A SA

1 Uniqlo menyajikan tampilan produk berdasarkan

musim

2 Display Produk Uniqlo sangat menarik

3 Pengaturan penataan produk Uniqlo menarik dan

Unik

4 Produk Uniqlo selalu tersusun secara rapi

5

Produk/ kombinasi produk Uniqlo yang terpasang

pada model memberikan inspirasi pemilihan item

yang akan saya beli

No Tata Letak Toko SD D N A SA

1 Arah jalur jalan dalam toko terstruktur dengan baik

sehingga pembeli tidak kesulitan dan bingung

2 Pengaturan ruangan sangat menarik

3 Ruang berjalan tidak sempit

4 Jarak susunan/ penataan rak tidak sempit

5 Desain layoutnya membuat saya merasa ingin

menjelajahi toko ini

No Signage/ Petunjuk SD D N A SA

1 Label harga terlihat sangat jelas sehingga tidak

memerlukan penjelasan dari karyawan

2 Signage (petunjuk jalan) dalam toko terlihat jelas

3 Barang diskon Uniqlo ditempatkan pada area yang

khusus dan spesifik

4 Tanda produk diskon terlihat jelas

84

No Suasana SD D N A SA

1 Uniqlo memciptakan lingkungan belanja yang

nyaman

2 Koordinasi warna yang kreatif menciptakan suasana

toko yang menarik

3 Pencahayaan toko yang sesuai untuk mata sehingga

membuat saya nyaman di dalam toko

4 Kebersihan toko Uniqlo membuat saya ingin

berkunjung lagi

5 Pencahayaan dari toko membuat produk lebih terlihat

menarik untuk saya

No Perilaku Konsumer SD D N A SA

1 Saya senang berbelanja di Uniqlo karena memiliki

display barang yang menarik

2 Saya senang berbelanja di Uniqlo karena memiliki

tata letak dan ruang bergerak yang tidak sempit

3 Saya senang berbelanja di Uniqlo karena memiliki

signage yang jelas

4 Saya senang berbelanja di Uniqlo karena memiliki

suasana / atmosfer yang menyenangkan

5 Saya akan merekomendasikan orang lain untuk

berbelanja di Uniqlo

85

APPENDICES II

RAW DATA

MD1 MD2 MD3 MD4 MD5 MDT SL1 SL2 SL3 SL4 SL5 SLT S1 S2 S3 S4 ST

4 5 5 5 5 4.8 5 4 5 5 5 4.8 4 3 5 4 4

4 4 5 5 3 4.2 4 5 5 5 5 4.8 5 4 5 4 4.5

4 4 4 4 4 4 4 4 5 5 3 4.2 3 4 2 3 3

3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 5 4.2 4 5 4 4 4 4.2 4 4 4 4 4

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

4 4 3 5 5 4.2 4 4 5 5 5 4.6 4 4 5 5 4.5

4 4 4 4 4 4 3 3 3 3 3 3 4 3 4 3 3.5

5 5 5 4 4 4.6 5 5 5 5 4 4.8 5 4 5 5 4.75

4 4 4 4 5 4.2 4 5 4 4 4 4.2 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

3 4 2 4 4 3.4 4 4 5 4 3 4 3 4 2 4 3.25

4 5 5 4 5 4.6 5 4 3 4 4 4 4 4 3 4 3.75

5 5 5 5 5 5 5 5 5 5 5 5 5 4 4 4 4.25

3 4 2 3 2 2.8 3 3 4 4 3 3.4 4 3 3 3 3.25

4 5 4 4 3 4 3 4 5 4 4 4 3 4 5 4 4

5 3 3 5 5 4.2 5 4 5 5 4 4.6 4 4 5 5 4.5

4 4 3 3 4 3.6 3 3 3 3 3 3 4 4 4 4 4

5 4 3 3 3 3.6 4 4 5 4 5 4.4 5 4 3 4 4

4 4 5 5 4 4.4 4 5 5 4 4 4.4 5 4 4 4 4.25

4 4 4 5 3 4 3 4 3 3 4 3.4 5 3 4 4 4

3 4 4 4 4 3.8 4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 3 4 5 5 5 4.4 5 4 4 5 4.5

4 4 4 4 5 4.2 2 3 4 2 4 3 2 4 4 2 3

5 4 5 4 4 4.4 4 4 5 5 4 4.4 4 5 5 5 4.75

4 4 5 5 4 4.4 3 3 4 2 3 3 1 3 3 4 2.75

4 4 4 4 3 3.8 5 5 5 5 5 5 5 5 4 5 4.75

4 4 4 4 4 4 5 5 5 5 5 5 5 3 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

4 4 4 3 3 3.6 4 4 4 3 4 3.8 4 4 3 4 3.75

5 3 2 4 1 3 3 3 3 4 2 3 4 3 3 2 3

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

4 5 4 4 3 4 5 4 5 5 4 4.6 4 4 5 4 4.25

4 4 2 5 2 3.4 2 2 4 4 1 2.6 4 2 2 2 2.5

4 5 4 5 4 4.4 5 4 5 4 5 4.6 1 4 2 2 2.25

3 3 4 3 4 3.4 3 4 3 4 3 3.4 3 4 3 4 3.5

4 5 3 5 2 3.8 2 3 4 4 4 3.4 5 3 2 5 3.75

86

4 5 4 5 5 4.6 5 5 5 5 4 4.8 4 4 4 4 4

5 4 5 5 5 4.8 5 4 4 4 4 4.2 4 4 4 4 4

3 4 4 4 4 3.8 4 3 3 4 4 3.6 4 2 3 4 3.25

5 4 3 4 4 4 4 4 5 4 3 4 4 3 3 3 3.25

4 5 5 4 3 4.2 5 4 5 4 3 4.2 4 4 5 5 4.5

5 5 5 5 5 5 5 5 5 5 5 5.0 5 5 5 5 5

5 5 5 5 4 4.8 4 4 5 5 4 4.4 5 2 4 4 3.75

5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

4 5 3 4 3 3.8 3 4 5 4 3 3.8 5 2 2 2 2.75

4 4 3 4 4 3.8 3 3 3 3 3 3 4 3 3 3 3.25

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

3 4 4 3 3 3.4 4 2 3 3 4 3.2 4 3 4 4 3.75

4 4 4 5 3 4 3 4 5 4 5 4.2 4 4 4 4 4

2 2 1 2 1 1.6 1 2 2 1 2 1.6 2 2 1 2 1.75

4 5 4 5 4 4.4 5 5 4 5 4 4.6 5 4 4 5 4.5

4 5 5 5 4 4.6 4 5 5 5 5 4.8 4 4 5 4 4.25

4 4 5 5 5 4.6 5 5 5 5 5 5 5 5 5 5 5

4 4 3 4 4 3.8 4 4 4 4 4 4 4 4 2 4 3.5

3 5 3 5 4 4 5 3 5 5 4 4.4 4 3 5 3 3.75

4 4 4 4 2 3.6 4 4 5 4 2 3.8 4 5 5 3 4.25

4 5 4 5 4 4.4 5 5 4 5 4 4.6 5 4 5 4 4.5

5 5 4 5 4 4.6 5 4 5 5 5 4.8 5 4 5 5 4.75

4 3 4 5 4 4 5 4 5 5 5 4.8 4 4 3 3 3.5

4 4 5 5 4 4.4 4 5 4 4 5 4.4 4 5 4 4 4.25

4 5 4 5 5 4.6 5 4 2 4 3 3.6 5 5 5 5 5

5 5 5 5 5 5 4 4 5 5 5 4.6 4 4 5 5 4.5

4 4 4 4 2 3.6 2 4 5 5 5 4.2 4 2 4 4 3.5

4 5 4 5 4 4.4 5 4 4 5 4 4.4 5 4 4 4 4.25

4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

4 4 5 5 5 4.6 5 5 5 5 5 5 5 3 4 4 4

4 5 5 5 4 4.6 5 5 5 5 4 4.8 4 4 4 4 4

2 2 3 5 3 3 4 2 5 5 3 3.8 4 3 2 2 2.75

4 4 4 4 4 4 5 4 5 4 3 4.2 4 3 4 5 4

4 4 5 5 4 4.4 5 4 5 5 4 4.6 4 4 4 4 4

4 4 4 5 4 4.2 5 4 5 5 4 4.6 4 3 4 4 3.75

5 4 4 5 5 4.6 5 5 5 4 4 4.6 4 4 4 4 4

5 5 5 5 5 5 5 4 5 4 4 4.4 4 4 4 4 4

4 4 4 5 5 4.4 5 5 5 5 4 4.8 4 4 4 4 4

4 4 4 5 5 4.4 5 4 4 5 4 4.4 5 5 5 5 5

5 5 5 5 4 4.8 5 4 5 5 5 4.8 4 4 4 4 4

4 4 4 5 4 4.2 5 5 5 4 3 4.4 4 4 5 4 4.25

4 4 4 4 3 3.8 4 4 4 4 4 4 3 4 4 4 3.75

87

5 5 4 5 4 4.6 4 5 4 3 4 4 5 3 4 4 4

4 4 4 5 4 4.2 4 4 5 5 4 4.4 4 4 4 4 4

4 4 4 5 4 4.2 5 4 4 4 4 4.2 4 4 4 4 4

4 4 4 5 4 4.2 4 4 5 4 4 4.2 4 4 4 4 4

4 5 4 5 5 4.6 5 5 5 5 4 4.8 5 4 4 4 4.25

5 5 5 5 4 4.8 5 4 5 4 5 4.6 4 4 5 5 4.5

5 4 4 5 4 4.4 4 4 4 4 4 4 4 4 4 4 4

4 4 4 5 4 4.2 4 4 5 4 4 4.2 4 4 5 4 4.25

5 5 5 5 5 5 5 5 5 5 5 5 5 4 5 5 4.75

5 4 5 5 5 4.8 5 4 5 4 5 4.6 5 5 5 4 4.75

5 5 5 5 4 4.8 5 5 5 4 5 4.8 5 4 5 5 4.75

5 4 5 5 4 4.6 5 5 4 4 5 4.6 5 4 5 5 4.75

4 5 5 5 5 4.8 5 4 5 5 5 4.8 5 4 5 4 4.5

5 5 4 5 4 4.6 5 5 5 5 5 5 5 4 5 5 4.75

4 5 5 5 5 4.8 5 4 5 5 5 4.8 4 4 4 4 4

5 4 5 5 4 4.6 5 5 5 5 5 5 4 4 4 4 4

4 3 4 4 5 4 3 5 5 5 5 4.6 4 4 4 4 4

4 4 2 5 4 3.8 5 4 5 5 3 4.4 5 3 2 4 4

4 4 4 4 4 4 4 4 5 4 4 4.2 4 4 3 5 4

4 4 4 4 4 4 4 4 4 4 4 4 5 2 4 4 3.75

4 4 4 5 3 4 3 3 5 4 5 4 5 5 5 5 5

A1 A2 A3 A4 A5 AT CB1 CB2 CB3 CB4 CB5 CBT

5 5 5 5 5 5 5 5 5 5 5 5

5 3 5 4 4 4.2 5 5 4 5 5 4.8

4 4 5 5 3 4.2 3 3 4 3 3 3.2

3 3 3 3 3 3 3 3 3 3 3 3

4 4 5 4 4 4.2 5 4 4 4 4 4.2

4 4 4 4 4 4 4 4 4 4 4 4

4 5 4 3 5 4.2 4 4 4 4 3 3.8

4 3 4 3 4 3.6 3 4 3 4 3 3.4

4 5 4 5 5 4.6 5 5 5 5 5 5

4 4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5

3 3 3 4 3 3.2 2 2 3 4 3 2.8

4 5 5 5 4 4.6 5 5 4 5 4 4.6

4 4 5 4 5 4.4 4 4 5 5 5 4.6

4 4 4 3 4 3.8 4 3 3 4 2 3.2

5 4 5 4 5 4.6 4 5 5 4 4 4.4

5 4 3 4 3 3.8 3 5 3 3 4 3.6

3 3 3 4 3 3.2 4 4 3 3 4 3.6

88

5 5 5 5 5 5 4 4 4 4 5 4.2

4 4 3 4 4 3.8 5 5 4 4 5 4.6

4 5 5 5 5 4.8 4 3 3 4 5 3.8

4 4 5 4 4 4.2 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5

3 3 4 4 3 3.4 4 3 3 4 4 3.6

4 5 5 4 4 4.4 4 5 4 5 4 4.4

2 2 3 3 4 2.8 4 3 3 4 4 3.6

5 5 5 5 5 5 4 5 5 5 4 4.6

5 5 5 5 5 5 5 5 4 5 4 4.6

5 5 5 5 5 5 5 5 5 5 5 5

4 4 3 4 4 3.8 5 4 5 4 5 4.6

3 3 4 5 5 4 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4

5 4 5 5 5 4.8 4 5 5 5 4 4.6

4 2 4 4 4 3.6 2 4 4 4 4 3.6

2 5 1 4 1 2.6 4 1 4 5 5 3.8

3 5 3 4 3 3.6 4 3 4 4 3 3.6

4 3 4 5 4 4 2 4 3 4 4 3.4

5 5 4 4 4 4.4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 4 5 4.8

4 4 4 4 4 4 4 3 3 4 4 3.6

4 4 5 5 4 4.4 4 3 3 4 4 3.6

3 3 3 2 3 2.8 4 3 4 4 3 3.6

5 5 5 5 5 5 5 5 5 5 5 5

5 4 5 5 5 4.8 5 5 3 5 5 4.6

5 5 5 5 5 5 5 5 5 5 5 5

4 4 5 4 4 4.2 4 5 3 5 4 4.2

3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4

3 2 4 4 4 3.4 3 4 4 3 4 3.6

4 5 5 5 5 4.8 3 4 4 4 4 3.8

1 2 2 2 1 1.6 1 1 2 2 2 1.6

5 5 5 4 4 4.6 3 3 3 3 4 3.2

5 5 5 5 5 5 4 5 4 4 4 4.2

4 5 5 5 5 4.8 5 5 5 5 3 4.6

4 4 3 3 4 3.6 3 4 4 4 3 3.6

5 5 4 5 4 4.6 4 4 4 4 3 3.8

4 5 5 5 4 4.6 4 4 4 4 4 4

5 4 5 4 5 4.6 4 5 4 5 4 4.4

4 4 4 4 4 4 3 3 3 3 5 3.4

5 5 5 5 5 5 5 4 4 5 4 4.4

89

4 4 4 4 4 4 5 5 5 5 5 5

4 4 5 5 5 4.6 5 4 4 4 5 4.4

4 5 5 5 5 4.8 4 5 4 4 4 4.2

4 4 5 5 5 4.6 4 4 5 4 3 4

4 5 4 4 4 4.2 5 4 3 4 4 4

4 5 5 5 5 4.8 4 5 5 5 5 4.8

5 5 5 5 5 5 5 5 4 5 5 4.8

5 4 5 4 5 4.6 4 4 4 5 4 4.2

5 3 4 3 3 3.6 3 5 3 3 3 3.4

4 5 5 4 5 4.6 4 5 4 4 4 4.2

4 4 4 3 4 3.8 4 5 4 4 4 4.2

4 4 4 3 5 4 4 5 4 5 4 4.4

5 5 5 4 5 4.8 5 5 4 5 5 4.8

5 5 4 3 4 4.2 4 5 4 5 5 4.6

5 5 5 4 5 4.8 4 5 5 5 5 4.8

5 5 5 4 4 4.6 5 4 4 4 4 4.2

4 4 4 3 5 4 4 5 4 5 4 4.4

5 5 5 4 5 4.8 4 4 3 4 4 3.8

5 4 5 4 5 4.6 4 4 3 4 4 3.8

5 4 5 4 5 4.6 5 4 4 4 3 4

4 5 5 3 5 4.4 4 5 5 4 4 4.4

5 4 4 3 4 4 4 4 3 4 4 3.8

5 5 5 4 5 4.8 4 4 3 4 4 3.8

4 4 5 4 5 4.4 4 4 4 4 4 4

5 5 5 4 5 4.8 5 4 4 5 5 4.6

5 5 4 3 5 4.4 4 4 4 5 4 4.2

4 4 5 4 5 4.4 4 5 4 5 5 4.6

5 5 5 4 5 4.8 5 5 5 5 5 5

5 5 5 5 5 5 4 4 4 5 5 4.4

5 5 5 5 5 5 5 5 4 5 5 4.8

5 5 4 5 5 4.8 5 4 4 5 5 4.6

5 4 4 4 5 4.4 5 5 4 5 4 4.6

5 5 5 5 5 5 4 5 5 5 5 4.8

4 5 5 4 5 4.6 5 4 4 5 4 4.4

5 5 5 4 5 4.8 4 4 4 5 4 4.2

4 4 4 4 4 4 4 5 4 4 4 4.2

4 4 4 5 4 4.2 3 4 4 4 4 3.8

5 5 4 4 4 4.4 4 5 5 5 5 4.8

4 4 4 4 4 4 4 4 4 4 4 4

5 4 5 5 5 4.8 5 5 5 4 5 4.8

90

APPENDICES III

CRONBACH’S ALPHA

Pretest Result

A. Merchandise Display

B. Store Layout

Reliability Statistics

Cronbach's

Alpha

N of Items

.894 5

C. Signage

Reliability Statistics

Cronbach's

Alpha

N of Items

.746 4

D. Atmospheric

Reliability Statistics

Cronbach's

Alpha

N of Items

.843 5

E. CONSUMER BUYING BEHAVIOR

Reliability Statistics

Cronbach's

Alpha

N of Items

.896 5

Reliability Statistics

Cronbach's

Alpha

N of Items

.792 5

91

APPENDICES IV

PEARSON CORRELATION

Pretest Result

A. Merchandise Display

Correlations

MD1 MD2 MD3 MD4 MD5 MDT

MD1

Pearson Correlation 1 .347 .499* .408 .432 .696

**

Sig. (2-tailed) .134 .025 .074 .057 .001

N 20 20 20 20 20 20

MD2

Pearson Correlation .347 1 .620** .275 .244 .640

**

Sig. (2-tailed) .134 .004 .240 .300 .002

N 20 20 20 20 20 20

MD3

Pearson Correlation .499* .620

** 1 .574

** .407 .851

**

Sig. (2-tailed) .025 .004 .008 .075 .000

N 20 20 20 20 20 20

MD4

Pearson Correlation .408 .275 .574** 1 .596

** .778

**

Sig. (2-tailed) .074 .240 .008 .006 .000

N 20 20 20 20 20 20

MD5

Pearson Correlation .432 .244 .407 .596** 1 .742

**

Sig. (2-tailed) .057 .300 .075 .006 .000

N 20 20 20 20 20 20

MDT

Pearson Correlation .696** .640

** .851

** .778

** .742

** 1

Sig. (2-tailed) .001 .002 .000 .000 .000

N 20 20 20 20 20 20

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

92

B. Store Layout

Correlations

SL1 SL2 SL3 SL4 SL5 SLT

SL1

Pearson Correlation 1 .637** .473

* .750

** .611

** .822

**

Sig. (2-tailed) .003 .035 .000 .004 .000

N 20 20 20 20 20 20

SL2

Pearson Correlation .637** 1 .585

** .616

** .622

** .822

**

Sig. (2-tailed) .003 .007 .004 .003 .000

N 20 20 20 20 20 20

SL3

Pearson Correlation .473* .585

** 1 .806

** .565

** .821

**

Sig. (2-tailed) .035 .007 .000 .009 .000

N 20 20 20 20 20 20

SL4

Pearson Correlation .750** .616

** .806

** 1 .647

** .908

**

Sig. (2-tailed) .000 .004 .000 .002 .000

N 20 20 20 20 20 20

SL5

Pearson Correlation .611** .622

** .565

** .647

** 1 .824

**

Sig. (2-tailed) .004 .003 .009 .002 .000

N 20 20 20 20 20 20

SLT

Pearson Correlation .822** .822

** .821

** .908

** .824

** 1

Sig. (2-tailed) .000 .000 .000 .000 .000

N 20 20 20 20 20 20

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

93

C. Signage

Correlations

S1 S2 S3 S4 ST

S1

Pearson Correlation 1 .344 .448* .452

* .732

**

Sig. (2-tailed) .137 .048 .046 .000

N 20 20 20 20 20

S2

Pearson Correlation .344 1 .199 .663** .615

**

Sig. (2-tailed) .137 .400 .001 .004

N 20 20 20 20 20

S3

Pearson Correlation .448* .199 1 .650

** .828

**

Sig. (2-tailed) .048 .400 .002 .000

N 20 20 20 20 20

S4

Pearson Correlation .452* .663

** .650

** 1 .876

**

Sig. (2-tailed) .046 .001 .002 .000

N 20 20 20 20 20

ST

Pearson Correlation .732** .615

** .828

** .876

** 1

Sig. (2-tailed) .000 .004 .000 .000

N 20 20 20 20 20

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

94

D. Atmospheric

Correlations

A1 A2 A3 A4 A5 AT

A1

Pearson Correlation 1 .501* .602

** .404 .567

** .773

**

Sig. (2-tailed) .024 .005 .077 .009 .000

N 20 20 20 20 20 20

A2

Pearson Correlation .501* 1 .482

* .570

** .695

** .828

**

Sig. (2-tailed) .024 .031 .009 .001 .000

N 20 20 20 20 20 20

A3

Pearson Correlation .602** .482

* 1 .492

* .609

** .823

**

Sig. (2-tailed) .005 .031 .027 .004 .000

N 20 20 20 20 20 20

A4

Pearson Correlation .404 .570** .492

* 1 .260 .688

**

Sig. (2-tailed) .077 .009 .027 .268 .001

N 20 20 20 20 20 20

A5

Pearson Correlation .567** .695

** .609

** .260 1 .807

**

Sig. (2-tailed) .009 .001 .004 .268 .000

N 20 20 20 20 20 20

AT

Pearson Correlation .773** .828

** .823

** .688

** .807

** 1

Sig. (2-tailed) .000 .000 .000 .001 .000

N 20 20 20 20 20 20

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

95

E. Consumer Buying Behavior

Correlations

CB1 CB2 CB3 CB4 CB5 CBT

CB1

Pearson Correlation 1 .736** .629** .653** .647** .875**

Sig. (2-tailed) .000 .003 .002 .002 .000

N 20 20 20 20 20 20

CB2

Pearson Correlation .736** 1 .566** .477* .721** .844**

Sig. (2-tailed) .000 .009 .033 .000 .000

N 20 20 20 20 20 20

CB3

Pearson Correlation .629** .566** 1 .685** .680** .835**

Sig. (2-tailed) .003 .009 .001 .001 .000

N 20 20 20 20 20 20

CB4

Pearson Correlation .653** .477* .685** 1 .559* .784**

Sig. (2-tailed) .002 .033 .001 .010 .000

N 20 20 20 20 20 20

CB5

Pearson Correlation .647** .721** .680** .559* 1 .867**

Sig. (2-tailed) .002 .000 .001 .010 .000

N 20 20 20 20 20 20

CBT

Pearson Correlation .875** .844** .835** .784** .867** 1

Sig. (2-tailed) .000 .000 .000 .000 .000

N 20 20 20 20 20 20

96

APPENDICES V

DESCRIPTIVE STATISTIC

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

MDT 100 1.60 5.00 4.1980 .56389

SLT 100 1.60 5.00 4.2360 .63779

ST 100 1.75 5.00 4.0000 .63663

AT 100 1.60 5.00 4.296 0 .63912

CBT 100 1.60 5.00 4.1400 .60536

Valid N (listwise) 100

97

APPENDIX VI

CLASSICAL ASSUMPTION

98

Multicollinearity

Coefficientsa

Model Collinearity Statistics

Tolerance VIF

1

(Constant)

MDT .399 2.508

SLT .346 2.890

ST .432 2.313

AT .460 2.173

s. Dependent Variable ; CBT

99

APPENDICES VII

MULTIPLE REGRESSION ANALYSIS

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig. Collinearity

Statistics

B Std. Error Beta Tolerance

1

(Constant) .199 .288 .693 .490

MDT .367 .100 .342 3.660 .000 .399

SLT .129 .095 .135 1.352 .180 .346

AT .329 .082 .348 4.002 .000 .460

ST .110 .085 .116 1.294 .199 .432

Model Summaryb

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1 .819a .670 .656 .35500 1.918

a. Predictors: (Constant), ST, AT, MDT, SLT

b. Dependent Variable: CBT

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 24.308 4 6.077 48.220 .000b

Residual 11.972 95 .126

Total 36.280 99

a. Dependent Variable: CBT

b. Predictors: (Constant), ST, AT, MDT, SLT

Current UNIQLO Store at Mall Taman Anggrek

Source: Researcher’s Observation (2016)

APPENDICES VIII

Men - Formal Clothes - Bottom

Sales Item

(Men)

Sales Item

(Women)

New Item (On

season)

(Women)

New Item (on

season)

(Men)

Man Accessories

Kids Collection

Men - Formal

Clothes - Top

Storehouse

Window Display

Men Casual

Bottom

Men – Casual Top Women - Casual Clothes - Top

(T-Shirt)

Women - Casual Clothes -

Bottom

(T-Shirt)

Women - Formal

Clothes - Bottom

Women - Formal

Clothes - Top

Women

(Dress)

Women Bra - Top

Wo

men

Bo

tto

m

Man Work Suit

Man Jacket

Fitting Room

Women Underclothing

Cas

hie

r

Men Casual

Bottom

Men & Women Casual

Clothes

Women Jacket & Blazer

Women - Formal

Clothes - Top

Women

Accesories

Store Layout Recommended for UNIQLO

Source: Constructed by Researcher (2016)

Sales Item

(Men)

Sales Item

(Women)

New Item (On

season)

(Women)

New Item (on

season)

(Men)

Man

Acc

esori

s

Cashier

Kids Collection

Men Underclothing

Casual Cloth

Polo

(Men)

Men - Casual

Clothes - Top

(T-Shirt)

Men - Casual

Clothes - Bottom

(T-Shirt) W

om

en

Acc

esori

s

Storehouse

Window Display

Men - Formal

Clothes - Bottom

Men - Formal

Clothes - Top

Women - Casual Clothes -

Top

(T-Shirt)

Women - Casual Clothes -

Bottom

(T-Shirt)

Women - Formal

Clothes - Bottom

Women - Formal

Clothes - Top

Women

(Dress)

New Item

Fitting Room

Women Bra -

Top

Women Bottom

Man Work Suit Man Jacket

Women Blazer

Women Jacket

Wo

men

Und

ercl

oth

ing