Peran Tata Letak Toko Dalam Membentuk Pola Belanja Konsumen: Studi Observasi di Aidil Mart

Abstract

The objective of this study is to analyze the role of store layout in shaping consumer shopping patterns at Aidil Mart. This research employs a qualitative approach through direct observation and informal interviews to examine how consumers navigate the store, interact with product displays, and make purchasing decisions. The data were collected by observing consumer movement paths, identifying frequently visited areas, and documenting visual elements that influence buying interest. The analysis reveals that a structured store layout, clear circulation flow, and strategic product placement significantly affect consumer behavior. High-visibility zones, such as entrance areas and aisle ends, were found to attract more attention and stimulate impulse buying. In addition, the arrangement of product categories and the comfort of spatial design contribute to increased shopping efficiency and repeat purchase potential. These findings indicate that an optimized store layout plays a crucial role in enhancing consumer shopping experience and supporting sales performance.