Analysis of Factors
Influencing Consumer Purchasing Decisions in the Jakarta Metropolitan Area: A
Study on Clothing Retail in Jabodetabek
Shafia
Ashma Khairunnisa1, Triana
Rahajeng Hadiprawoto2
1,2University
of Indonesia, Jakarta, Indonesia
Email
: [email protected], [email protected]
|
Abstract |
The retail fashion
industry in Greater Jakarta (Jakarta, Bogor, Depok, Tangerang, Bekasi) is
highly competitive, necessitating an understanding of the factors influencing
consumer purchasing decisions. This research examines the impact of store
design and atmosphere on these decisions, with a particular focus on window
display, mannequin display, visual merchandising, music, light and color, and
signage. The study aims to analyze the direct influence of store design and
atmosphere, their mediating roles, the moderating effect of perceived service
quality, and the direct impact of product, price, and promotion on purchasing
decisions. Utilizing a quantitative, descriptive approach, data were
collected and analyzed using Structural Equation Modeling (SEM) and model fit
evaluation with SPSS 26 and SmartPLS 3.0. The
results indicate that store design and atmosphere significantly impact
consumer purchasing decisions, with window display, mannequin display, visual
merchandising, music, light and color, and signage serving as mediators.
Additionally, perceived service quality moderates this relationship, while
product, price, and promotion have a direct impact on purchasing decisions.
The study concludes that fashion retailers in metropolitan Jakarta should
prioritize store design, atmosphere, and service quality to enhance
purchasing decisions and develop effective consumer strategies. |
|
Keywords: |
department store, store design and
atmosphere, shoppers' purchase decisions, perceived service quality,
specialty store |
INTRODUCTION
The fashion industry is a major
driver of online transactions in Indonesia, the largest e-commerce market in
Southeast Asia
However, this
digital shift poses challenges for physical retail stores, which remain crucial
for providing a tangible shopping experience despite the rise of e-commerce
Factors influencing consumer purchasing decisions in retail include store
design, interior and exterior features, and atmospheric elements like color, music, and lighting. These elements impact store
perception and consumer choice. Retailers are increasingly focusing on creating
an attractive store atmosphere through storefront arrangement, music selection,
visual merchandising, and other appealing elements
Store atmosphere, encompassing exterior, general interior, layout, and
interior display, can significantly enhance consumer interest and purchasing
enjoyment. Effective store design and atmosphere management can influence
purchasing decisions and encourage consumer loyalty.
While
existing research highlights the influence of store atmosphere on consumer
behavior, there is a gap in understanding the urgency of rapid response and
deep insight into shopper behavior in the competitive retail landscape. This
study aims to address this gap by emphasizing the importance of store design
and atmosphere management in achieving competitive advantage and meeting
customer preferences
The retail mix,
which includes products, prices, promotions, services, locations, and store atmosphere,
is a strategic tool for influencing consumer purchasing decisions
The increasing
existence of retail markets in urban areas depends on shopping centers, where
the largest retail space is generally owned by department stores, namely, a
retail area with various types of product categories. On the other hand,
shopping centers are filled by other forms of retail that focus on selling
limited product categories, referred to as specialty stores.
Specialty stores
like Zara, Bershka, The Executive, and 3Second cater
to market preferences and needs. Store design and atmosphere elements such as
window displays, mannequins, visual merchandising, music, light and color, and
signage are crucial in influencing consumer purchasing decisions. This study
seeks to explore additional variables that might affect the impact of store
design and atmosphere on purchasing decisions
Indoor environmental quality (IEQ) and store design and atmosphere (SDA)
are interrelated concepts, with IEQ focusing on indoor air quality, thermal
comfort, and lighting, and SDA focusing on visual and atmospheric elements.
Both concepts aim to enhance shopping experiences and influence purchasing
decisions. Moderation variables like perceived service quality (PSQ) can
further elucidate the relationship between store design, atmosphere, and
shopper purchase decisions
This research examines and analyzes the direct influence of store design
and atmosphere on shoppers� purchase decisions in retail fashion in the Greater
Jakarta area (Jabodetabek). Additionally, the study
aims to investigate the mediating role of store design and atmosphere in the
relationship between window display, mannequin display, visual merchandising,
music, light and color, and signage with shoppers� purchase decisions.
Furthermore, the research seeks to evaluate the moderating effect of perceived
service quality on the relationship between store design and atmosphere and
shoppers� purchase decisions. Moreover, the study aims to assess the direct
impact of products on shoppers� purchase decisions, analyze the direct influence
of price on shoppers� purchase decisions, and determine the direct effect of
promotion on shoppers� purchase decisions in retail fashion in Jabodetabek.
RESEARCH
METHODS
This research uses
quantitative methods with a descriptive approach. This method was chosen to
explore the relationship between design factors and store atmosphere with
consumer purchasing decisions in fashion retail stores. The object of this
research is a fashion retail store that applies various design elements and
store atmospheres such as window display, mannequin display, visual
merchandising, music, light and color, and signage.
The source of data
in this study is primary data obtained through direct surveys to consumers who
shop at fashion retail stores. Secondary data were obtained from literature
studies related to store design, atmosphere, and consumer purchasing decisions.
The population in this study is all consumers who have shopped at fashion
retail stores in the study area. The study sample was determined using
purposive sampling techniques, namely selecting respondents who have experience
shopping in stores that apply the design elements and atmosphere studied.
The data collection
technique used is a survey using questionnaires as a research tool. The
questionnaire contains questions designed to measure consumers' perceptions of
store design and atmosphere and their influence on purchasing decisions. The
collected data were analyzed using descriptive and inferential statistical
analysis techniques. Descriptive analysis is used to describe the
characteristics of respondents and the distribution of their answers.
Inferential analysis, such as multiple linear regression, is used to examine
the relationship between the independent variable (window display, mannequin
display, visual merchandising, music, light and color, signage) and the
dependent variable (consumer purchase decision). This study also looks at the
role of moderators of perceived service quality in the relationship between
store design and atmosphere and consumer purchasing decisions to gain a more
comprehensive understanding of the factors that influence purchasing decisions.
RESULTS AND DISCUSSION
Pilot Test
Validity Test
Table 1. Validity
Test Results
|
Variable |
Code |
SME |
Anti-Image
Correlation Matrix |
Component Matrix |
Information |
|
Window display |
WD01 |
0,736 |
0,763 |
0,874 |
Valid |
|
WD02 |
0,757 |
0,881 |
Valid |
||
|
WD03 |
0,691 |
0,860 |
Valid |
||
|
WD04 |
0,737 |
0,732 |
Valid |
||
|
Mannequin display |
MD01 |
0,808 |
0,851 |
0,789 |
Valid |
|
MD02 |
0,839 |
0,805 |
Valid |
||
|
MD03 |
0,771 |
0,860 |
Valid |
||
|
MD04 |
0,789 |
0,839 |
Valid |
||
|
Visual
merchandising |
MV01 |
0,762 |
0,797 |
0,858 |
Valid |
|
MV02 |
0,826 |
0,757 |
Valid |
||
|
MV03 |
0,751 |
0,879 |
Valid |
||
|
MV04 |
0,710 |
0,889 |
Valid |
||
|
Music |
MS01 |
0,722 |
0,839 |
0,547 |
Valid |
|
MS02 |
0,684 |
0,827 |
Valid |
||
|
MS03 |
0,811 |
0,754 |
Valid |
||
|
MS04 |
0,675 |
0,855 |
Valid |
||
|
Light and color |
LC01 |
0,81 |
0,797 |
0,837 |
Valid |
|
LC02 |
0,797 |
0,837 |
Valid |
||
|
LC03 |
0,828 |
0,810 |
Valid |
||
|
LC04 |
0,821 |
0,821 |
Valid |
||
|
Signage |
SG01 |
0,818 |
0,852 |
0,807 |
Valid |
|
SG02 |
0,848 |
0,807 |
Valid |
||
|
SG03 |
0,780 |
0,868 |
Valid |
||
|
SG04 |
0,804 |
0,844 |
Valid |
||
|
Product |
PD01 |
0,827 |
0,816 |
0,870 |
Valid |
|
PD02 |
0,834 |
0,840 |
Valid |
||
|
PD03 |
0,837 |
0,837 |
Valid |
||
|
PD04 |
0,825 |
0,863 |
Valid |
||
|
Price |
PR01 |
0,739 |
0,717 |
0,883 |
Valid |
|
PR02 |
0,750 |
0,730 |
Valid |
||
|
PR03 |
0,794 |
0,846 |
Valid |
||
|
PR04 |
0,705 |
0,806 |
Valid |
||
|
Promotion |
PM01 |
0,88 |
0,873 |
0,851 |
Valid |
|
PM02 |
0,882 |
0,885 |
Valid |
||
|
PM03 |
0,856 |
0,909 |
Valid |
||
|
PM04 |
0,921 |
0,864 |
Valid |
||
|
PM05 |
0,873 |
0,862 |
Valid |
||
|
Shoppers' purchase
decisions |
SPD01 |
0,789 |
0,773 |
0,833 |
Valid |
|
SPD02 |
0,738 |
0,833 |
Valid |
||
|
SPD03 |
0,808 |
0,840 |
Valid |
||
|
SPD04 |
0,866 |
0,838 |
Valid |
||
|
SPD05 |
0,812 |
0,892 |
Valid |
||
|
Store design and
atmosphere |
SDA01 |
0,881 |
0,916 |
0,878 |
Valid |
|
SDA02 |
0,828 |
0,774 |
Valid |
||
|
SDA03 |
0,86 |
0,845 |
Valid |
||
|
SDA04 |
0,875 |
0,813 |
Valid |
||
|
SDA05 |
0,874 |
0,861 |
Valid |
||
|
SDA06 |
0,818 |
0,738 |
Valid |
||
|
SDA07 |
0,883 |
0,825 |
Valid |
||
|
SDA08 |
0,825 |
0,780 |
Valid |
||
|
SDA09 |
0,888 |
0,794 |
Valid |
||
|
SDA10 |
0,938 |
0,746 |
Valid |
||
|
SDA11 |
0,915 |
0,755 |
Valid |
||
|
SDA12 |
0,922 |
0,761 |
Valid |
||
|
SDA13 |
0,89 |
0,695 |
Valid |
||
|
SDA14 |
0,925 |
0,796 |
Valid |
||
|
Perceived service
quality |
PSQ01 |
0,835 |
0,87 |
0,734 |
Valid |
|
PSQ02 |
0,814 |
0,778 |
Valid |
||
|
PSQ03 |
0,928 |
0,798 |
Valid |
||
|
QSP04 |
0,814 |
0,768 |
Valid |
||
|
PSQ05 |
0,81 |
0,815 |
Valid |
||
|
QSP06 |
0,726 |
0,766 |
Valid |
||
|
QSP07 |
0,901 |
0,856 |
Valid |
The validity test results against the pilot test involving 164
respondents showed that all indicators showed a strong correlation. This is
shown by the KMO, Anti-Image Correlation, and component matrix values > 0.5.
Then all variables pass the validity test and are able to describe the
independent variable well.
Reliability Test
Table 2. Reliability Test Results
|
No |
Variable |
Cronbach�s Alpha |
Limitation |
Information |
|
1 |
Window
display |
0,859 |
0,600 |
Reliable |
|
2 |
Mannequin display |
0,836 |
0,600 |
Reliable |
|
3 |
Visual
merchandising |
0,867 |
0,600 |
Reliable |
|
4 |
Music |
0,722 |
0,600 |
Reliable |
|
5 |
Light
and color |
0,844 |
0,600 |
Reliable |
|
6 |
Signage |
0,845 |
0,600 |
Reliable |
|
7 |
Product |
0,873 |
0,600 |
Reliable |
|
8 |
Price |
0,829 |
0,600 |
Reliable |
|
9 |
Promotion |
0,923 |
0,600 |
Reliable |
|
10 |
Shoppers' purchase decisions |
0,901 |
0,600 |
Reliable |
|
11 |
Store
design & atmosphere |
0,952 |
0,600 |
Reliable |
|
12 |
Perceived service quality |
0,898 |
0,600 |
Reliable |
Based on the results of reliability tests conducted on pilot tests with
164 respondent data, the table above each variable has a Cronbach's Alpha value
of > 0.600, then all variables show consistent results (Cronbach's Alpha
value > 0.600) and are considered to pass the validity test and are able to
measure the dependent variable well.
Main Test
Validity
Test
Table 3.
Validity Test Results
|
Variable |
Code |
SME |
Anti-Image Correlation Matrix |
Component Matrix |
Information |
|
Window display |
WD01 |
0,745 |
0,727 |
0,843 |
Valid |
|
WD02 |
0,776 |
0,688 |
Valid |
||
|
WD03 |
0,726 |
0,848 |
Valid |
||
|
WD04 |
0,774 |
0,733 |
Valid |
||
|
Mannequin display |
MD01 |
0,743 |
0,757 |
0,746 |
Valid |
|
MD02 |
0,772 |
0,702 |
Valid |
||
|
MD03 |
0,800 |
0,739 |
Valid |
||
|
MD04 |
0,686 |
0,855 |
Valid |
||
|
Visual merchandis-ing |
MV01 |
0,757 |
0,753 |
0,765 |
Valid |
|
MV02 |
0,792 |
0,680 |
Valid |
||
|
MV03 |
0,742 |
0,788 |
Valid |
||
|
MV04 |
0,753 |
0,758 |
Valid |
||
|
Music |
MS01 |
0,767 |
0,794 |
0,747 |
Valid |
|
MS02 |
0,719 |
0,834 |
Valid |
||
|
MS03 |
0,808 |
0,730 |
Valid |
||
|
MS04 |
0,772 |
0,754 |
Valid |
||
|
Light and color |
LC01 |
0,752 |
0,767 |
0,754 |
Valid |
|
LC02 |
0,796 |
0,836 |
Valid |
||
|
LC03 |
0,748 |
0,724 |
Valid |
||
|
LC04 |
0,711 |
0,887 |
Valid |
||
|
Signage |
SG01 |
0,77 |
0,719 |
0,857 |
Valid |
|
SG02 |
0,858 |
0,694 |
Valid |
||
|
SG03 |
0,830 |
0,768 |
Valid |
||
|
SG04 |
0,739 |
0,828 |
Valid |
||
|
Product |
PD01 |
0,781 |
0,749 |
0,829 |
Valid |
|
PD02 |
0,833 |
0,717 |
Valid |
||
|
PD03 |
0,764 |
0,802 |
Valid |
||
|
PD04 |
0,798 |
0,795 |
Valid |
||
|
Price |
PR01 |
0,779 |
0,852 |
0,707 |
Valid |
|
PR02 |
0,816 |
0,769 |
Valid |
||
|
PR03 |
0,770 |
0,825 |
Valid |
||
|
PR04 |
0,727 |
0,865 |
Valid |
||
|
Promotion |
PM01 |
0,845 |
0,840 |
0,779 |
Valid |
|
PM02 |
0,837 |
0,791 |
Valid |
||
|
PM03 |
0,856 |
0,763 |
Valid |
||
|
PM04 |
0,839 |
0,763 |
Valid |
||
|
PM05 |
0,857 |
0,723 |
Valid |
||
|
Shoppers' purchase decisions |
SPD01 |
0,852 |
0,865 |
0,745 |
Valid |
|
SPD02 |
0,869 |
0,805 |
Valid |
||
|
SPD03 |
0,838 |
0,801 |
Valid |
||
|
SPD04 |
0,876 |
0,773 |
Valid |
||
|
SPD05 |
0,822 |
0,837 |
Valid |
||
|
Store design and atmosphere |
SDA01 |
0,952 |
0,969 |
0,729 |
Valid |
|
SDA02 |
0,968 |
0,801 |
Valid |
||
|
SDA03 |
0,957 |
0,754 |
Valid |
||
|
SDA04 |
0,927 |
0,801 |
Valid |
||
|
SDA05 |
0,934 |
0,802 |
Valid |
||
|
SDA06 |
0,954 |
0,804 |
Valid |
||
|
SDA07 |
0,968 |
0,781 |
Valid |
||
|
SDA08 |
0,968 |
0,820 |
Valid |
||
|
SDA09 |
0,948 |
0,812 |
Valid |
||
|
SDA10 |
0,941 |
0,768 |
Valid |
||
|
SDA11 |
0,962 |
0,846 |
Valid |
||
|
SDA12 |
0,949 |
0,815 |
Valid |
||
|
SDA13 |
0,947 |
0,825 |
Valid |
||
|
SDA14 |
0,945 |
0,792 |
Valid |
||
|
Perceived service quality |
PSQ01 |
0,901 |
0,919 |
0,762 |
Valid |
|
PSQ02 |
0,932 |
0,705 |
Valid |
||
|
PSQ03 |
0,867 |
0,814 |
Valid |
||
|
QSP04 |
0,910 |
0,744 |
Valid |
||
|
PSQ05 |
0,926 |
0,724 |
Valid |
||
|
QSP06 |
0,866 |
0,776 |
Valid |
||
|
QSP07 |
0,906 |
0,724 |
Valid |
Based on the
validity test, each indicator has a KMO, Anti-Image Correlation, and Component
Matrix value of > 0.5. Then, all variables pass the validity test and can
describe independent variables well.
Reliability
Test
Table 4.
Reliability Test Results
|
No |
Variable |
Cronbach�s Alpha |
Limitation |
Information |
|
1 |
Window display |
0,782 |
0,600 |
Reliable |
|
2 |
Mannequin display |
0,750 |
0,600 |
Reliable |
|
3 |
Visual merchandising |
0,738 |
0,600 |
Reliable |
|
4 |
Music |
0,763 |
0,600 |
Reliable |
|
5 |
Light and color |
0,804 |
0,600 |
Reliable |
|
6 |
Signage |
0,791 |
0,600 |
Reliable |
|
7 |
Product |
0,795 |
0,600 |
Reliable |
|
8 |
Price |
0,790 |
0,600 |
Reliable |
|
9 |
Promotion |
0,819 |
0,600 |
Reliable |
|
10 |
Shoppers' purchase
decisions |
0,851 |
0,600 |
Reliable |
|
11 |
Store design and atmosphere |
0,955 |
0,600 |
Reliable |
|
12 |
Perceived service
quality |
0,870 |
0,600 |
Reliable |
Based on the
reliability test, each variable has a Cronbach's Alpha value of >0.600, then
all variables pass the reliability test and are able to measure the dependent variable
well.
Analysis SEM-PLS
Outer Model
This model aims to
measure construct validity, the extent to which latent variables represented by
measurement indicators are observed. The outer model serves to evacuate the
quality of measurement of variables that cannot be observed directly by
utilizing observational variables that can be measured directly. The
significance of this function in SEM analysis is very important because it
favors the understanding and validation of the constructs of latent variables, which
are an important aspect of research. Outer model analysis in SmartPLS involves three main aspects, namely outer loading,
construct validity and reliability, and discriminant variables. Here is the
development of the outer model in this study
Outer
Loading
Table 5. Outer
Loading Value, Average and Standard Revision of Each Indicator
|
Variable |
Code |
Rata-rata |
Standard
Deviation |
Outer
Loading |
Information |
|
Window
display |
WD01 |
4.312 |
0.839 |
0.796 |
Valid |
|
WD02 |
4.130 |
0.891 |
0.729 |
Valid |
|
|
WD03 |
4.098 |
0.843 |
0.835 |
Valid |
|
|
WD04 |
4.301 |
0.853 |
0.750 |
Valid |
|
|
Mannequin
display |
MD01 |
4.153 |
0.860 |
0.734 |
Valid |
|
MD02 |
4.035 |
0.892 |
0.742 |
Valid |
|
|
MD03 |
4.183 |
0.812 |
0.743 |
Valid |
|
|
MD04 |
3.996 |
0.730 |
0.822 |
Valid |
|
|
Visual
merchandising |
MV01 |
4.167 |
0.947 |
0.770 |
Valid |
|
MV02 |
4.039 |
0.880 |
0.727 |
Valid |
|
|
MV03 |
4.094 |
0.898 |
0.784 |
Valid |
|
|
MV04 |
4.118 |
0.879 |
0.704 |
Valid |
|
|
Music |
MS01 |
4.075 |
0.914 |
0.783 |
Valid |
|
MS02 |
4.253 |
0.803 |
0.801 |
Valid |
|
|
MS03 |
4.124 |
0.893 |
0.764 |
Valid |
|
|
MS04 |
4.090 |
0.822 |
0.707 |
Valid |
|
|
Light
and color |
LC01 |
4.47 |
0.708 |
0.745 |
Valid |
|
LC02 |
4.566 |
0.639 |
0.840 |
Valid |
|
|
LC03 |
4.279 |
0.785 |
0.740 |
Valid |
|
|
LC04 |
4.511 |
0.633 |
0.875 |
Valid |
|
|
Signage |
SG01 |
4.248 |
0.779 |
0.854 |
Valid |
|
SG02 |
4.035 |
0.903 |
0.723 |
Valid |
|
|
SG03 |
4.161 |
0.792 |
0.772 |
Valid |
|
|
SG04 |
4.029 |
0.837 |
0.797 |
Valid |
|
|
Product |
PD01 |
4.301 |
0.710 |
0.828 |
Valid |
|
PD02 |
4.348 |
0.598 |
0.733 |
Valid |
|
|
PD03 |
4.332 |
0.668 |
0.787 |
Valid |
|
|
PD04 |
4.318 |
0.655 |
0.795 |
Valid |
|
|
Price |
PR01 |
4.297 |
0.723 |
0.749 |
Valid |
|
PR02 |
4.548 |
0.548 |
0.738 |
Valid |
|
|
PR03 |
4.501 |
0.565 |
0.823 |
Valid |
|
|
PR04 |
4.538 |
0.549 |
0.852 |
Valid |
|
|
Promotion |
PM01 |
4.371 |
0.688 |
0.793 |
Valid |
|
PM02 |
4.389 |
0.673 |
0.788 |
Valid |
|
|
PM03 |
4.232 |
0.768 |
0.758 |
Valid |
|
|
PM04 |
4.375 |
0.671 |
0.743 |
Valid |
|
|
PM05 |
4.316 |
0.790 |
0.735 |
Valid |
|
|
Shoppers'
purchase decisions |
SPD01 |
4.432 |
0.636 |
0.748 |
Valid |
|
SPD02 |
4.305 |
0.578 |
0.817 |
Valid |
|
|
SPD03 |
4.434 |
0.610 |
0.797 |
Valid |
|
|
SPD04 |
4.248 |
0.653 |
0.767 |
Valid |
|
|
SPD05 |
4.308 |
0.652 |
0.832 |
Valid |
|
|
Store
design and atmosphere |
SDA01 |
4.338 |
0.612 |
0.730 |
Valid |
|
SDA02 |
4.238 |
0.718 |
0.800 |
Valid |
|
|
SDA03 |
4.44 |
0.765 |
0.754 |
Valid |
|
|
SDA04 |
4.483 |
0.840 |
0.799 |
Valid |
|
|
SDA05 |
4.422 |
0.863 |
0.800 |
Valid |
|
|
SDA06 |
4.251 |
0.837 |
0.804 |
Valid |
|
|
SDA07 |
4.016 |
0.951 |
0.782 |
Valid |
|
|
SDA08 |
4.183 |
0.924 |
0.820 |
Valid |
|
|
SDA09 |
3.998 |
0.836 |
0.811 |
Valid |
|
|
SDA10 |
3.914 |
0.938 |
0.768 |
Valid |
|
|
SDA11 |
4.108 |
0.954 |
0.846 |
Valid |
|
|
SDA12 |
4.12 |
0.914 |
0.815 |
Valid |
|
|
SDA13 |
4.141 |
0.948 |
0.826 |
Valid |
|
|
SDA14 |
4.136 |
0.877 |
0.793 |
Valid |
|
|
Perceived
service quality |
PSQ01 |
4.615 |
0.503 |
0.749 |
Valid |
|
PSQ02 |
4.560 |
0.520 |
0.732 |
Valid |
|
|
PSQ03 |
4.391 |
0.554 |
0.809 |
Valid |
|
|
QSP04 |
4.391 |
0.551 |
0.741 |
Valid |
|
|
PSQ05 |
4.428 |
0.546 |
0.722 |
Valid |
|
|
QSP06 |
4.432 |
0.550 |
0.774 |
Valid |
|
|
QSP07 |
4.485 |
0.543 |
0.719 |
Valid |
In this study, each variable has indicators with
varying average and outer loading values. In the variable window display (WD),
the WD03 indicator shows the highest outer loading value of 0.835, while the
highest average is held by WD01 with a value of 4.312. Meanwhile, in the
variable mannequin display (MD), the MD04 indicator has the highest outer
loading value of 0.822, while the highest average is held by MD01 with a value
of 4.153. This difference shows that each variable has the strongest aspect in
influencing the measured factor and has the highest respondent perception. For
example, in the store design and atmosphere (SDA) variable, the SDA11 indicator
has the highest outer loading value of 0.846, while the highest average is held
by SDA03 with a value of 4.440. Based on the table also shows that the outer
loading value of each indicator has an outer loading value of >0.7.
Therefore, all indicators can be used in research and do not need to be
excluded.
Construct Validity
and Reliability
Cronbach�s Alpha
Table 6. Cronbach's Alpha Value of Each Variable
|
Variable |
Cronbach's Alpha |
Information |
|
Shoppers� purchase decisions |
0.852 |
Reliable |
|
Store design & atmosphere |
0.956 |
Reliable |
|
Light and color |
0.813 |
Reliable |
|
Mannequin display |
0.758 |
Reliable |
|
Music |
0.766 |
Reliable |
|
Perceived service quality |
0.870 |
Reliable |
|
Price |
0.802 |
Reliable |
|
Product |
0.794 |
Reliable |
|
Promotion |
0.822 |
Reliable |
|
Signage |
0.795 |
Reliable |
|
Visual merchandising |
0.738 |
Reliable |
|
Window display |
0.784 |
Reliable |
Cronbach's alpha is
used to measure the internal consistency of a data set or questionnaire, with
higher values close to 1 indicating a better level of consistency. In this
analysis, the store design and atmosphere variables dominated with the highest
value, reaching 0.956, indicating very high consistency in store design and
atmosphere measurements. In contrast, the visual merchandising variable has a
relatively lower value, 0.738, indicating a fairly good level of consistency in
measuring the effect of visual appearance on the shopping experience.
Meanwhile, other variables, such as perceived service quality with a value of
0.870 and shoppers' purchase decisions with a value of 0.852, showed high reliability
in measuring the variables used in this study. Furthermore, all variables
listed have values above 0.7. Therefore, all variables used in this study
showed high reliability in each measurement. Thus, all of these variables are
worthy of use in this study, are considered reliable, and have consistent
values.
Composite
Reliability
Table 7.
Composite Reliability Value of Each Variable
|
Variable |
Composite Reliability |
Information |
|
Shoppers� purchase decisions |
0.894 |
Reliable |
|
Store design & atmosphere |
0.961 |
Reliable |
|
Light and color |
0.878 |
Reliable |
|
Mannequin display |
0.846 |
Reliable |
|
Music |
0.849 |
Reliable |
|
Perceived service quality |
0.900 |
Reliable |
|
Price |
0.870 |
Reliable |
|
Product |
0.866 |
Reliable |
|
Promotion |
0.875 |
Reliable |
|
Signage |
0.867 |
Reliable |
|
Visual merchandising |
0.834 |
Reliable |
|
Window display |
0.860 |
Reliable |
Based on the
composite reliability value of all variables above 0.700, the store design and
atmosphere variables showed the highest value of 0.961, indicating the highest
level of construct reliability in measurement. This suggests that store design
and atmosphere factors tend to provide high consistency. On the other hand, the
second highest value was found in the shoppers' purchase decisions variable
with a value of 0.894, emphasizing strong reliability in measuring factors
related to customer purchase decisions. However, the lowest value in this
analysis was on the visual merchandising variable, with a value of 0.834, which
indicates that there is slightly more variation in measurement consistency
related to the visual appearance of products in stores. The overall average
composite reliability for all variables was 0.879, indicating that the
constructs observed in this study had an adequate degree of reliability in
measurements. This shows that each variable used in this study meets the
composite reliability standard of > 0.700. Therefore, all variables can be
used in research.
Average Variance
Extracted (AVE)
Table 8. Average Variance Extracted test results
|
Variable |
Average Variance Extracted (AVE) |
|
Shoppers� purchase decisions |
0.628 |
|
Store design and atmosphere |
0.635 |
|
Light and color |
0.644 |
|
Mannequin display |
0.579 |
|
Music |
0.585 |
|
Perceived service quality |
0.563 |
|
Price |
0.628 |
|
Product |
0.619 |
|
Promotion |
0.584 |
|
Signage |
0.621 |
|
Visual merchandising |
0.558 |
|
Window display |
0.606 |
The table above
shows that each variable has an average variance extracted value that exceeds
0.5. The highest AVE value is for the light and color variable, with an AVE of
0.644, while the lowest value is for the visual merchandising variable, with a
value of 0.558. The average AVE value for all variables is about 0.613. This
shows that every variable used in this study can be used in the study without
needing to be excluded.
Discriminant
Validity
Fornell-Larcker
Criterion
|
Variable |
L&C |
MD |
MS |
QSP |
PR |
PD |
PM |
SPD |
SG |
SDA |
VM |
WD |
|
Light and color |
0,802 |
|
|
|
|
|
|