IMPLEMENTASI VISUAL MERCHANDISING SEBAGAI STRATEGI PEMASARAN BUTIK DI BINTARO JAKARTA

Abstract

This research aims to find out the Implementation of Visual Merchandising in one of the Boutiques in the Bintaro area of Jakarta. This research uses descriptive qualitative research methods. The data source is selected by purposive sampling with criteria to master or understand the Implementation of Visual Merchandising, the number of informants as many as 3 people consisting of Sales Team, Digital Marketing, and CEO. Data collection techniques were conducted in one of the Boutiques in Bintaro area of Jakarta and one of CV in Jakarta, using non-participatory observation techniques, interviews, documentation studies, and triangulation.  The results of the study, Implementation of Visual Merchandising in one of the Boutiques in Bintaro area of Jakarta, include; 1) Display Elements, 2)Display Components, 3)Display Principles. The implementation of Visual Merchandising in one of the Boutiques in Bintaro area of Jakarta applies the Scandinavia concept or theme. So that the display elements, display components, and display principles are inseparable from the Scandinavian concept or theme.