Analysis of the Influence of Visual Merchandising in Increasing Sales in Clothing Stores
Keywords:
Visual Merchandising, Consumer behavior, Sales, Clothing stores, Product displaysAbstract
This study aims to analyze the effect of visual merchandising on increasing sales in clothing stores. Visual merchandising is a visual marketing strategy that focuses on presenting products in an attractive way to influence consumer behavior. In the context of increasingly competitive fashion retail industry competition, store layout, lighting, product displays, colors, and other visual elements play an important role in creating a pleasant and attractive shopping experience. This study uses a quantitative approach with a survey method, where data was collected through questionnaires from 120 respondents of clothing store customers in big cities. The results showed that visual merchandising elements significantly have a positive effect on increasing sales, with product displays and store layout as the most dominant factors. These findings provide important implications for retail business actors in designing effective visual merchandising strategies to improve sales performance.
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