The Impact Of Salesperson’s Behavior On Consumer’s Purchase Intention A Study Of Fashion Retail Stores In Yogyakarta

Abstract

Little attention has been directed at the actions performed by the salespersons at the store. Whereas, fact is the manners of a salesperson mean a lot to a customer, which further gives an implication to the process of purchasing. In this research study, attempts have been made to observe, explain and prove empirically the influence of salespersons‟ behavioral attributes toward consumer‟s purchase intention with a study concerning on fashion retail stores in Yogyakarta. Research model is basically arranged under the roof of Theory of Planned Behavior by Ajzen (2005). The population and sample of this research is those who have made a purchase on fashion items and have experienced at the fashion retail stores in Yogyakarta. Data analysis of this research is using Structural Equation Modeling (SEM) Amos. The outcome of this study shows that salesperson‟s behavioral traits such as Listening Ability, Ethical Behavior, and Emotional Intelligence positively determine consumer‟s Attitude, Subjective Norm, and Perceived Control Behavior, which further gives positive impact on Purchase Intention as well. This research is expected will contribute to future research study on similar topics. Keyword: Salespersons‟ behavioral traits, listening ability, ethical behavior, emotional intelligence, attitude, subjective norm, perceived control behavior, purchase intention, theory of planned behavior