VISUAL MERCHANDISING STRATEGY IN ONLINE RETAIL VS OFFLINE RETAIL IN EFFORTS TO BUILD CONSUMER PREFERENCES TO BUY

• Main Author: Nurhidayati, Amalia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65368
• Institution: Institut Teknologi Bandung

COVID-19 changed various aspects in the retail industry. Many retails had to shut down during this pandemic. Online furniture retail has begun to see new behavioral shifts in shopping habits, which changes over the past year show signs of growing. To survive in the middle of the competition, furniture retailers need a proper marketing strategy. One of them is through a visual merchandising strategy. The purpose of this research is to find the the difference Visual Merchandising strategy between physical and online retail on consumer preference to buy the products at IKEA, Dekoruma. Many reasons motivate people to buy products after seeing the display. Some buy products for basic needs, and some for self-actualization. The methods: using a mixed-method with 3 variables to be studied, visual merchandising online strategy, visual merchandising offline strategy, and consumer preference. A survey of 104 retail customers in Jabodetabek will be developed to conduct this study. The result of this study is to provide a comprehensive insight into visual merchandising strategies in online and physical retail that are affecting the consumer motivation.