The Mediating Role of Store Atmosphere and Shopping Enjoyment in Visual Merchandising on Impulsive Buying in F&B Retail

DOI

10.2991/978-94-6239-670-8_7How to use a DOI?

Keywords

Visual Merchandising; Store Atmosphere; Shopping Enjoyment; Impulsive Buying

Abstract

This study examines how visual merchandising influences consumer behavior in premium food and beverage (F&B) retail settings in Indonesia, particularly focusing on its effect on impulsive buying. By analyzing the relationship between visual merchandising, store atmosphere, shopping enjoyment, and impulsive buying, the research highlights how in-store experiences drive unplanned purchases. Data were collected from 260 respondents who visited Monsieur Spoon outlets in Jakarta, employing structural equation modeling (PLS-SEM) to test the proposed relationships. The findings reveal that visual merchandising significantly enhances store atmosphere and shopping enjoyment, with the latter acting as a key mediator in the relationship between visual merchandising and impulsive buying. While store atmosphere alone does not directly impact impulsive buying, shopping enjoyment elevates spontaneous purchasing behavior. These results emphasize the importance of creating an enjoyable and visually engaging shopping environment to stimulate impulse purchases. Retailers are advised to prioritize visual storytelling and interactive displays while considering store atmosphere as a supportive element. The study offers valuable insights into how strategic store design can effectively influence consumer behavior in Indonesia’s competitive retail market. However, the research’s limitations, including its focus on a single brand and metropolitan market, suggest the need for further studies across different retail formats and cultural contexts to generalize the findings.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Elkunny Dovir Sratan
AU  - Aldi Bernatha
AU  - Tannia Tannia
AU  - Sierryn Christabelle Panca
AU  - Kezia Caroline Muljana
PY  - 2026
DA  - 2026/05/13
TI  - The Mediating Role of Store Atmosphere and Shopping Enjoyment in Visual Merchandising on Impulsive Buying in F&B Retail
BT  - Proceedings of the fourteenth International Conference on Entrepreneurship and Business Management 2025 (ICEBM 2025)
PB  - Atlantis Press
SP  - 79
EP  - 91
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-670-8_7
DO  - 10.2991/978-94-6239-670-8_7
ID  - Sratan2026
ER  -