The study examined direct and indirect effects of visual merchandising on store patronage in a fast-fashion retail context.Adopting the Stimulus-Organism-Response (S-O-R) theory, this study aimed to investigate the relationships of visual merchandising, self-congruity, consumers’ perceived shopping value in determining store patronage.While studies about fast-fashion and store patronage behaviour have been extensively conducted in various market regions, research in an emerging middle-income country like Indonesia is still in its scarcity.The study is therefore among a few attempts to better understand the Indonesian consumers’ buying behaviour of fast-fashion brands.
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.A survey was completed to 250 fast-fashion store shoppers in Surabaya, the second largest city and well-known shopping tourism destination in Indonesia.
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Partial Least Squares (PLS) path modelling method was utilised to estimate the proposed structural model.The results revealed that visual merchandising, shopping value, and self-congruity had positive and significant effects on store patronage.The study has also found that the indirect effects of consumers’ perceived shopping value and self-congruity as mediating variables as to how visual merchandising affected store patronage, were stronger than the direct ones.Managerial implications based on the findings and recommendations for further research were described