THE DESIGN OF HYBRID VIRTUAL STORE LAYOUT (HVSL): A SIMULATION EXPERIMENT OF INDONESIAN CUSTOMERS’ CONTEXT

This article aims to develop a hybrid virtual store layout (HVSL) to compare the major conventional store layouts as grid, freeform and racetrack in term of customer’s perceived in purchasing behavior. The design of HVSL and the conventional store layouts were tested to respondents by giving them feedback for each developed constructs after completing the virtual purchase. The reliability analysis with Cronbach’s alpha shows that all the questions of the constructs are acceptable and the test validity shows that the questions of the constructs are correlated or valid. Moreover, the outcome of one-way between groups ANOVA parametric, which was used to test the hypotheses with post hoc comparison test (Tukey) shows that the proposed HVSL gives better results than the conventional store layouts: freeform and racetrack on the constructs, while HVSL is superior than grid layout on the constructs of time spent and information provided.