ANTECEDENTS DAN CONSEQUENCES DARI ATTITUDE TOWARD POP-UP RETAIL

Abstract

The background of this research is to observe the impact of psychographic characteristics and behavioral
intentions toward pop-up retail. The order of life is growing, consumers have a desire to increase the role of
self developed, innovate, and open-mindedness toward difference and unique experiences. Marketing
environmental uniqueness that offered by pop-up retail can be attract consumer to find the difference way
and innovative experiences.
The objectives of this research are to observe the impact of psychographic characteristics toward behavioral
intentions through beliefs and attitude in Pekan Raya Jakarta pop-up retail.
Structural Equation Model (SEM) method with parceling technique is used to analyzed the data of this
research. The data were collected by distributing closed questionnaires to Jakarta community respondents
who ever visit into Pekan Raya Jakarta. There were 200 from 230 questionnaires data of respondent can be
analyzed in this research.
The result of this research concludes that had any positive influence on psychographic characteristics
dimensions and beliefs although towards consumer attitude dan intention to patronage pop-up retail.