THE IMPACT OF THERAPEUTIC MOTIVATION, THERAPEUTIC VALUE, AND SERVICESCAPE ON CUSTOMER’S PURCHASE INTENTION

• Main Author: Melindra, Evelyn
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72335
• Institution: Institut Teknologi Bandung

As the number of people experiencing anxiety and stress increases, retail therapy might be use to reduce the stress level. Retailers may benefit from this situation by differentiating their marketing strategy, especially their physical evidence. Previous research has concluded retail therapy as the mood-alleviative consumption behaviour. Furthermore, previous research also identified various therapeutic values and motivations that might lead to mood-alleviative consumption behaviour. The purpose of this study is to investigate how retail therapy, both the therapeutic values and motivations, and the physical surrounding, as part of a marketing strategy, may influence customer’s purchase intention. The writer will conduct a survey and distribute the questionnaire to collect data from 400 shoppers in Bandung. Data will be analyzed using descriptive analysis and path analysis. According to the descriptive analysis result, respondents agree that display, physical layout, and fitting room have the highest influence element in servicescape. The significant finding to emerge was that retail environments do have an impact on customer purchase intention especially in the ambience (music and temperature) and spatial layout (display, physical layout, and fitting room). Identifying the most dominant type of shopper in Indonesia and also the aspect in servicescape to meet shopper’s need can significantly assist retail marketers in developing ways to make customers’ shopping experiences as an effective therapy. The findings support and greatly extend the existing literature in retail therapy. The writer suggests for the future research to do the similar research by using the experimental method to identify which kind of music, temperature, physical layout, and other elements of servicescape that suits better to therapeutic shoppers.