Volume 2 Issue 3 | 2025 | View PDF
Paper Id:IJMSM-V2I3P112
doi: 10.71141/30485037/V2I3P112

The Influence of Visual Merchandising and Product Assortment on Puchasing Decision in OH!SOME Mall Olympic Garden Malang

A. Z. Pramudiya, F. Nurtjahjani, B. Lestari

Citation:
A. Z. Pramudiya, F. Nurtjahjani, B. Lestari, "The Influence of Visual Merchandising and Product Assortment on Puchasing Decision in OH!SOME Mall Olympic Garden Malang" International Journal of Multidisciplinary on Science and Management, Vol. 2, No. 3, pp. 110-116, 2025.

Abstract:
In today’s competitive retail environment, the way in which stores are presented and the product range available has become crucial in making the customers interested and motivated towards buying more of themselves. OH!SOME is a lifestyle retail brand with stores in Mall Olympic Garden Malang, which is renowned by its cool store image and extensive line of stylish items. It is possible to say, though, that it can do more to influence buying decisions. Experiments in this paper investigates product assortment and visual merchandising influence on consumer purchases in OH!SOME Mall Olympic Garden Malang. This was an explanatory research conducted using quantitative research design with three variables namely visual merchandising, product assortment and buying decisions. Data were acquired by observation, as well as questionnaires, and 100 respondents were chosen based on purposive sampling. The following tools were used to analyse the data: multiple linear regression, hypothesis testing. The findings indicate that visual merchandising and also product assortment positively and significantly affect purchases, singularly as well as together. It means that having various products along with having a strategy in terms of store presentation helps deliver a positive perception and motivate consumers to buy. To sum up, the power of visual appeal and wide-variety assortment of items greatly accelerate consumer consumption at OH!SOME Mall Olympic Garden Malang. To remain competitive and attractive, the store must renew its displays and continue to increase the range of products in relation to changing trends and preferences.

Keywords: Visual Merchandising, Product Assortment, Purchase Decision.

References:
1. P. Kotler, G. Armstrong, L.C. Harris, and H. He, Principles of Marketing, England: Pearson UK, 2016.
2. P. Kotler and K. Keller, Marketing Management, England: Pearson UK, 2016.
3. D.O.N.S.S. Kumar, Visual Merchandising, Sales Promotion, and Credit Card Usage Influence Impulse Buying Behavior, Bandung: Rasibook, 2020.
4. N.P. Mehta and P.K. Chugan, Impact of Visual Merchandising on Consumer Perception of Electronics Products and Usage of Technology, Delhi: Bloomsbury, 2019.
5. V.T. Pasaribu, A.Z. Yamani, and F. Romadlon, "The Effect of Product Quality, Shopping Lifestyle, and Visual Merchandising on Purchase Decisions: A Case Study of Eiger Products," J-MAS (Journal of Management and Science), vol. 7, no. 2, pp. 1133, 2022.
6. M. Indrasari, Marketing and Customer Satisfaction, Surabaya: Unitomo Press, 2019.
7. N.T.C. Anggraeni, W. Widjayanti, and N.B.I. Puspita, "The Effect of Promotion and Brand Image on Customer Purchase Decisions on Shopee," Journal of Economics and Management, vol. 2, no. 1, pp. 40–51, 2023.
8. F. Nurtjahjani, J.D. Pribadi, S. Dhakirah, K.S. Batubulan, and A.T. Firdausi, "Developing Promotion Strategies through Direct Selling and Creative Marketing to Increase Sales of Bamboo Weaving Products," Journal of Community Service, vol. 4, no. 1, 2023.
9. Y.M. Dora and C. Sukma, "The Effect of Product Variety and Sales Promotion on Repurchase Intention at IG Mamameramu Online Shop," Journal of Management and Business Performance, vol. 19, no. 2, pp. 81–91, 2022.
10. S.M. Faradila, E. Kusnadi, and S. Soeliha, "The Influence of Product Variety and Service Quality on Shopee Consumers' Purchase Decisions among Economics Students at Abdurachman Saleh University Situbondo, with Fashion Product Purchase Intention as an Intervening Variable," Journal of Student Entrepreneurship (JME), vol. 1, no. 2, pp. 256, 2022.