The Effect of Store Attributes Towards Store Format Choice for Beauty Products on Y Generation

DOI

10.2991/aebmr.k.210831.105How to use a DOI?

Keywords

UTAUT2, on-Demand Services Application, Perceived Privacy

Abstract

There is a growth potential for beauty products in Indonesia. Jakarta as a capital city and the surrounding areas, which have many malls opening with beauty stores inside, comes with various store formats. This study aims to investigate the influence of store attributes toward patronage intention on Y generation consumers that leads to beauty products store format choice. Store formats investigated in this study were department store and specialty store, where is known that there is a tight competition. Data were taken from 240 respondents who bought beauty product at least once in a month. This study was analyzed using structural equation modeling (SEM), mediation regression, and independent t-test. After processing the data, it was shown that the relation between the atmosphere and merchandising of store attribute’s dimension to patronage intention was statistically significant through satisfaction as mediator. Meanwhile, there was a significant direct relation between the price of store attribute’s dimension to patronage intention. The result of mediation regression showed that satisfaction mediated partially in the relation between store attributes and patronage intention. Independent t-test showed that there was a significant difference in consumer perception toward products at a department store and specialty store.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Audy Daniaguitrianda Mutiarani
AU  - Rifelly Dewi Astuti
PY  - 2021
DA  - 2021/09/02
TI  - The Effect of Store Attributes Towards Store Format Choice for Beauty Products on Y Generation
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 540
EP  - 545
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.105
DO  - 10.2991/aebmr.k.210831.105
ID  - Mutiarani2021
ER  -