Indonesia Conference Directory

Abstract Purchase intention of private label products in Indonesia is below 10%, so it takes effort to build purchase intention for private label products. Two factors that can influence the purchase intention of private label products are: visual merchandising and customer value. This study aims to develop propositions about visual merchandising and customer value that affect purchase intention of private label products. This research elaborates some of the results of previous studies (theoretical approaches) that have examined the factors that influence the purchase intention of private label products, to develop a proposition. The results showed a relationship between visual merchandising, customer value and purchase intention, where visual merchandising produces customer value and customer value shapes purchase intentions and visual merchandising encourages purchase intention. This proposition forms the relationship model of visual merchandising, customer value and purchase intention.