A COMPARATIVE STUDY BETWEEN MALE AND FEMALE PURCHASE INTENTION TOWARD VISUAL MERCHANDISING AT CENTRO BY PARKSON DEPARTMENT STORE MANTOS

Abstract

Fashion is a global industry with an important role in the continuity of economic, cultural, and social life. Fashion industry has significantly changed so fast. In fashion industry, visual merchandising has become tools that play an important role in apparel store in order to attract customers and in the selling of the products. The objective of this research is to find out the significant difference between male and female purchase intention toward visual merchandising in apparel store at Centro by Parkson Department Store Mantos. This research analyzed the significant difference between male and female purchase intention toward visual merchandising using independent sample t-test with 100 respondents are contributed in this research. The result of research obtained result that there is significant difference between male and female purchase intention toward visual merchandising in apparel store because male shoppers are more objective in making a purchase decision compared to female.