Analyze the effect of store display and store lighting to customer purchase intention through positive emotion in Zara Store Surabaya
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Patrick Sutanto (STUDENT ID : pat.pat11august@gmail.com)
Subject
Management
Datestamp
2016-08-26 02:27:54
Abstract :
Main purpose for this research is to analyze the effect of store display and store lighting that create positive emotion to gain customer purchase intentions in Zara store Surabaya. This research is quantitative and causal which are using questionnaire for on-site survey. The sample consisted of 140 respondents whose have range of age from 18 to 40 years old and people in Surabaya that has already visited Zara store within last 3 months. The data analysis technique that be used are Structural Equation Model (SEM) and using LISREL 8.70 The result shows that Store display have a positive effect to positive emotion. Store lighting also have positive effect to positive emotion. This research also shows that positive emotion have positive effect to customer purchase intention. Furthermore, store display have positive effect to customer purchase intention with positive emotion as mediation. Store lighting have positive effect to customer purchase intention with positive emotion as mediation.
Main purpose for this research is to analyze the effect of store display and store lighting that create positive emotion to gain customer purchase intentions in Zara store Surabaya. This research is quantitative and causal which are using questionnaire for on-site survey. The sample consisted of 140 respondents whose have range of age from 18 to 40 years old and people in Surabaya that has already visited Zara store within last 3 months. The data analysis technique that be used are Structural Equation Model (SEM) and using LISREL 8.70 The result shows that Store display have a positive effect to positive emotion. Store lighting also have positive effect to positive emotion. This research also shows that positive emotion have positive effect to customer purchase intention. Furthermore, store display have positive effect to customer purchase intention with positive emotion as mediation. Store lighting have positive effect to customer purchase intention with positive emotion as mediation.
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