A study of retailing strategy at gift department, Parkson Square One Batu Pahat and customer intention to purchase / Nurul Atuf Md Mazni

This paper is investigates about to identify customer intention to purchase at Gift Department, Parkson Square One Batu Pahat and to identify relationship between retailing strategy and customer intention to purchase at Parkson Square One Batu Pahat. A conceptual framework comprises of six factors which are product, promotion, place, price, presentation and personnel, First issues that the researcher found is gain lower sales at Gift Department, Parkson Square One Batu Pahat. The second issues is the place at that area also limited and about that the product that have at Gift Department also normal product not have a exclusive product for customer. A quantitative approach will use to conducted this study and the survey was conducted at Parkson Square One Batu Pahat. The questionnaire survey which involved a sample size of 62 respondents among Parkson Square One Batu Pahat customers' from gift department. Researcher using SPSS as a data collected to get result for frequency analysis on respondents's profile, Cronbach's Alpha to get the reliability testing, Pearson Correlation to determine the relationship between dependent variable and independent variable and mean analysis to know customer intention to purchase at Gift Department, Parkson Square One Batu Pahat. Among the recommendation for this research is must provide an exclusive product at Gift Department, more creative when arrange all the product at Gift Department and must always do promotion every weekend