Dampak Visual Complexity Terhadap Minat Beli Konsumen dalam Bisnis Ritel
DOI:
https://doi.org/10.12695/jmt.2021.20.1.1Abstract
Abstrak. Seiring dengan meningkatnya perekonomian di Indonesia, tingginya daya beli konsumen juga berdampak pada kemunculan brand baru yang jumlahnya meningkat secara signifikan di pasar ritel. Bisnis teh kemasan yang mulanya didominasi oleh dua pemain sekarang sangat kompetitif dengan lebih dari 20 brand teh, juga peningkatan konsumsi cokelat sebesar lebih dari 25 persen per tahun yang membuat jajaran display cokelat di supermarket semakin meluas. Hal ini menjadi tantangan bagi produsen dan retailer untuk menyusun strategi penjualan demi mendapatkan keuntungan sebesar-besarnya. Penelitian ini bertujuan untuk melihat pengaruh tingkat kompleksitas display terhadap proses evaluasi konsumen dan keinginan konsumen untuk membeli suatu produk. Penelitian ini juga akan menganalisa pengaruh karakter field dependence serta tujuan belanja konsumen terhadap daya tarik produk (perceived attractiveness). Penelitian ini dilakukan melalui 3 studi eksperimen dengan metode ANOVA 2x2. Studi 1 menganalisa stimuli abstrak, studi 2 menganalisa produk real dan studi 3 menambahkan analisa eye tracking. Hasil penelitian ini menyatakan bahwa semakin kompleks display suatu produk, maka daya tarik produk akan dinilai semakin rendah, terutama bagi konsumen utilitarian dengan karakter field dependent.
Kata kunci: Kemasan, processing fluency, minat beli, ritel, kompleksitas visual
Abstract. Along with the rapid economic growth in Indonesia, high buying power led to significant emergence of new-comers brand in retail market. Bottled tea business that used to dominated by two brands, now become highly competitive with more than 20 brands in the market, also an increase in chocolate consumption by more than 25 percent per year making chocolate display in supermarkets become remarkably widespread. This is challenge for manufacturers and retailers to develop strategy to gain maximum profit. This research aims to analyze the effect of display's visual complexity on consumers evaluation process and purchase intention. This research also analyzes the effect of consumer field dependence and shopping goal on perceived target attractiveness. This research consists of 3 experimental studies, each in ANOVA 2x2. Study 1 analyze abstract stimuli, study 2 analyze real product and study 3 complements with eye tracking data. The results prove that the more complex is the product's display, the more product target attractiveness will be rated lower, especially for utilitarian customer with field dependent character.
Keywords: Package, processing fluency, purchase intention, retail, visual complexity
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium.