<![CDATA[The rapid growth of Indonesia’s beauty retail industry has increased competition among retailers to provide product assortments and shopping experiences that encourage consumers to make purchase decisions. The purpose of this study is to provide evidence on how product diversity, visual merchandising, customer services affects purchase decision on Sociolla consumers in Indonesia, while also showing the role of attitude and purchase intention as psychological variables in SOR framework. A quantitative explanatory design was employed using data from 174 Sociolla consumers selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that diversity in products has an important effect on the consumers’ attitude and purchase decision. Customer service significantly affects purchase intention but does not significantly affect attitude or purchase decision. Furthermore, attitude significantly affects purchase decision, whereas its effect on purchase intention is not significant. Purchase intention significantly affects purchase decision. The estimated indirect effects indicate different pathways between retail attributes and purchase decision, although they do not constitute formal evidence of mediation without statistical significance testing. Theoretically, the findings extend the application of SOR theory in beauty retail. Practically, retailers should integrate product assortment, visual merchandising, and customer service strategies to strengthen consumer responses and purchase decisions.]]>
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