The The Influence of Visual Merchandising Display and Store Atmosphere on Manzone Brand Image"

Abstract

This study aims to analyze the influence of visual display merchandising and store atmosphere on the brand image of Manzone, a local Indonesian men's fashion brand under the auspices of PT Mega Perintis Tbk. The background of this research is based on the increasingly fierce competition in the fashion retail industry in Indonesia, where the visual communication strategy in physical stores is an important factor in shaping consumer perception of brands. The study used a quantitative approach with a survey method through the distribution of questionnaires to 100 respondents who were visitors to Manzone stores in Pondok Indah Mall, Supermall Karawaci, and Gandaria City. The Stimulus-Organism-Response (S-O-R) theory is used as the main conceptual framework, in which  the visual display of merchandising and store atmosphere is positioned as a stimulus, consumer perception as an organism, and brand image as a response. The research instrument consists of 45 statements that have been tested for validity and reliability. Data were analyzed using multiple linear regression with the help of SPSS version 26. The results showed that visual display merchandising had a positive and significant effect on brand image (sig. 0.020), store atmosphere had a positive and significant effect on brand image (sig. <0.001), and simultaneously both had a significant effect on brand image Manzone with a calculated F value of 38.071 (sig. <0.001). The Adjusted R Square value of 0.428 indicates that both variables are able to explain 42.8% of brand image variations, while the remaining 57.2% are influenced by other factors outside the study. Store atmosphere proved to be the most dominant variable with a Standardized Beta value of 0.517 compared  to display visual merchandising of 0.217.

Keywords: Display Visual Merchandising, Store Atmosphere, Brand Image, SOR Theory.