Purchase Intention of Private Label Products as the Impact of Visual Merchandising and Customer Value

摘要

The Purchase intention of private label products in Indonesia is below 10%, so it takes effort to build the purchase intention of private label products. Factors that can affect the purchase intention of private label products are visual merchandising and customer value. This study aims to develop propositions about visual merchandising, customer value and purchase intention of private label products. This research method used an article literature review by elaborating on several previous studies that have been published in Google scholar and indexed by Scopus. The results showed there was a proposition between visual merchandising, customer value and purchase intention, where visual merchandising produced customer value, customer value formed the purchase intention, and visual merchandising encouraged buying intention.