Open AccessDampak Visual Complexity Terhadap Minat Beli Konsumen dalam Bisnis Ritel
Author(s) -
Willy Gunadi,
Diana Melliza Stephanie
Publication year - 2021
Publication title -
jurnal manajemen teknologi
Language(s) - English
Resource type - Journals
eISSN - 2089-7928
pISSN - 1412-1700
DOI - 10.12695/jmt.2021.20.1.1
Subject(s) - attractiveness , advertising , business , product (mathematics) , marketing , profit (economics) , consumption (sociology) , psychology , economics , microeconomics , mathematics , social science , geometry , sociology , psychoanalysis
Abstract. Along with the rapid economic growth in Indonesia, high buying power led to significant emergence of new-comers brand in retail market. Bottled tea business that used to dominated by two brands, now become highly competitive with more than 20 brands in the market, also an increase in chocolate consumption by more than 25 percent per year making chocolate display in supermarkets become remarkably widespread. This is challenge for manufacturers and retailers to develop strategy to gain maximum profit. This research aims to analyze the effect of display's visual complexity on consumers evaluation process and purchase intention. This research also analyzes the effect of consumer field dependence and shopping goal on perceived target attractiveness. This research consists of 3 experimental studies, each in ANOVA 2x2. Study 1 analyze abstract stimuli, study 2 analyze real product and study 3 complements with eye tracking data. The results prove that the more complex is the product's display, the more product target attractiveness will be rated lower, especially for utilitarian customer with field dependent character. Keywords: Package, processing fluency, purchase intention, retail, visual complexity