There are on-shelf and off-shelf merchandising space (Andrews & Shimp, 2017). On-shelf is the regular shelf-space, while off-shelf-space is in a gondola or an end-of-aisle display. In this research, the terminology applied by PS Key Account Management has slightly different from Andrews & Shimp (2017). They divide shelf-space terminology in CH into two categories: 1) regular display; regular shelf-space --for example, regular shelf and chiller, 2) extra-display; additional shelf-space (it is more visible and accessible) --for instance, wings-rack, gondola shelf, and cashier shelf. PS occupies three types of shelf-space in CH, which is a regular shelf, Chiller, and wings-rack. Each shelf position has its characteristics and benefits to stimulate impulse buying. The regular shelf is located in the drinks category, especially in the isotonic drinks category. CH provides 50% of the total regular shelf-space of isotonic drinks to PS. PS displayed the whole complete product range on a regular shelf and occupied a larger shelf than the standard given size by CH. Usually, people who want to stock up PS can take the product from a regular shelf because it is offering full sizes and product bundling or in a box package. Humanities & Social Sciences Reviews eISSN: 2395-6518, Vol 8, No 4, 2020, pp 984-998 https://doi.org/10.18510/hssr.2020.8495 Last, the wings-rack is the extra display, which is hanging on the regular shelf next to the cash register. PS is available in 1 wings-rack position in each CH. Wings-rack is especially only offering PS and only providing the bottle 500ml. PS Key Account Management uses merchandise concepts to describe shelf-space management. Merchandising, according to them, is all activities at the new account outlet to make the best possible display of moving the product faster. Besides, merchandising is also defined as all activities related to the structuring of products and accessories at the outlet. It influences consumers to buy products, creates impulse buying, and the easiness of finding the products, as well as provides a lot of alternative products to be chosen by consumers. Merchandising also helps in getting a good position, minimizes out of stock, increases brand share, increases sales, and, finally, increases new store profit. Table 1: Operationalizing Variables Humanities & Social Sciences Reviews eISSN: 2395-6518, Vol 8, No 4, 2020, pp 984-998 https://doi.org/10.18510/hssr.2020.8495 Table 2: Shelf-Space Reliability Statistics after Deleting 3 Questions Table 3: Shelf-Space's Construct-Total Statistics after Deleting 3 Questions Table 4: Description of respondents Table 6: Coefficients Multiple Regression Analysis Table 7: Model Summary R* a. Predictors: (Constant), Display, Shelf-Space Table 8: Paired Samples Statistics Accordingly, Chiller mean-value > Regular Shelf mean-value > Wings-rack mean-value. It indicates that Chiller, whic ‘ould make the products inside getting cold, is being most liked by the customers. It is common ways that people wt 1ave already been doing activities, in this research context is shopping, will feel thirsty, and they have a significa endency to relieve dry with cold drinks. Notably, Indonesia is a tropical country. Studies show that isotonic beverag nay be more effective at retaining fluids and maintaining hydration status by up to 10% compared to distilled wat Siow, Tan and Henry, 2017). Moreover, in cold conditions, the substances of isotonic drinks could easily and quickly t ibsorbed by the digestive system. With the results of this test, the brand can stimulate consumers' impulse buyir hrough in-store display and shelf-space communications, especially in the chiller area in hypermarkets.
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