Persepsi Warna Terhadap Sisi Afeksi Konsumen Pada Produk Pada Ruang Retail
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Abstract
Penelitian ini memfokuskan pada peran warna pada ruang retail dalam mempengaruhi persepsi dan psikologi konsumen. Metode sytematic review digunakan untuk menjawab pertanyaan dalam penelitian yang disajikan secara sistematis deskriptif melalui analisis terhadap beberapa jurnal dari penelitian terdahulu. Warna berperan dalam membentuk persepsi pada konsumen terkait nilai produk dan ruang, serta mempengaruhi keputusan berbelanja sekaligus perilaku dalam menghabiskan waktu pada ruang retail. Apabila dipadukan dengan pencahayaan, warna mampu lebih dalam mempengaruhi afeksi konsumen terhadap produk yang meningkatkan keinginan membeli produk.
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