RETAIL STORE IMAGE: A STUDY OF THE MATAHARI DEPARTMENT STORE (AT BANDUNG INDONESIA)

Abstract

Purpose: Retail industry currently in Indonesia is less profitable. However, there is still a retail stores chain group that Matahari endures and this is absolutely not autonomous purchasing by the customers. The objective of the study is to identify the qualities of stores and to assess their impacts on the consumer purchasing decision. This is most significant for sellers in today's unstable market and is worried about sellers' essential to take into account the effect of selling store image and its relation to purchaser reliability.  Methodology: The used method in the research is casual research method. Data is analysing through descriptive analysis method and multiple linear regression. The data is processed through SPSS software. Main Findings: Based on interviews conducted by respondents, one of the store brands in Matahari's department store is the Executive, which is a store brand that sells clothes, and trousers with expensive price, so if the customer uses the brand product Executive, they will feel proud. Because the customer has a good view of the product of the Executive brand, and the Executive product is sold in Matahari department store, the customer's assessment of the department store of the Matahari becomes good. Implications/Applications: The results of the research can be used by Matahari department store in developing their marketing strategies in order to promote brand image.