RESPON KONSUMEN RITEL MELALUI FORMAT TOKO POP-UP DALAM MENINGKATKAN PENJUALAN
ABSTRACT: Pop-up stores where
retail brands occupy temporarily in place of the empty retail space is not
something new. Pop-up shops allow visitors to have a unique brand experience,
personalized interactions, and may be open in only one location and for a
limited time, within a few days to one year. Therefore authors interested in
writing more about the response of consumers to the existence in retail stores
with pop-up format and its benefits in boosting sales. Pop-up stores must not
only targeted to younger audiences, but could instead show a form of experience
marketing that appeals to a wide age group of consumers. Consumer confidence
about the novelty/unique pop-up store products affect the attitudes and
intentions of protection against involvement in the pop-up store experience.
Penulis: ERWIN SUNYOTO
3103007244
Kode Jurnal: jpmanajemendd130712
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