Peran Visual Merchandising dan Store Image terhadap Peningkatan Customers’ Purchase Intention

The purpose of this study is to examine the effect visual merchandising store image and purchase intention through importance factors such as front entrance product display, displays, layout organization, theme, signage/graphic, lighting sound usage. This also looked at effects on intention. Ikea Alam Sutera Indonesia used a research object because in store, elements are designed detail create unique shopping atmosphere for customers. sample was 250 respondents drawn non-probability sampling technique purposive with criteria had visited Sutera. Data were analyzed using Structural Equation Modeling (SEM) AMOS program version 24.0. result shown that has positive influence image, whereby greatest lighting, theme display. Nevertheless, did not have Purchase known be positively influenced by image.