Predictors of Impulse Buying: Discounts, in-Store Displays and Shopping Lifestyle

Vebrian Kurnia Saputra, Amaliyah Amaliyah

Abstract


The development of modern retail business has influenced consumer behaviour, namely shifting from planned shopping to impulsive shopping. One business sector that is growing rapidly is the fashion product industry. The fashion industry experiences constant annual changes. Various aspects of fashion have a significant impact on a person's daily life. The purpose of this research is to identify factors that influence customers' tendencies to make impulse purchases, such as sales, store layout, and previous purchases. Quantitative methods were used in this research. One hundred participants were selected randomly using a non-probability selection method known as purposive sampling. Research has shown that several factors can influence impulse buying. These factors include price drops, in-store displays, shopping lifestyle, and the combined effect of all three—impulse buying. Retailers often run sales to entice customers to buy, especially during holidays such as Christmas, Eid al-Fitr and the end of the year. The store's expansive layout of shelves and aisles provides a pleasant and comfortable atmosphere for customers to navigate. In addition, the categorization and colour coordination of merchandise makes it easier for clients to find the desired products. Shopping is a fun activity that offers a pleasant experience for consumers, making it a suitable choice to improve one's mood. Additionally, as price discounts, in-store displays, and shopping habits become more common, the likelihood of making impulse purchases increases.


Keywords


Price Discount; In-Store Display; Shopping Lifestyle; Impulse Buying

Full Text:

PDF

References


Adiputra, Eka. 2015. Perilaku Pembelian Tidak Terencana (Impulse Buying) Di Pusat Perbelanjaan Modern Di Surabaya. An-Nisbah: Jurnal Ekonomi Syariah Vol.01(No.02):155–80.

Artana, I. Putu Widya, I. Gusti Bagus Satria Wisesa, I. Komang Setiawan, Ni Luh Putu Mita Pramestya Utami, Ni Nyoman Kerti Yasa, dan Made Jatra. 2019. Pengaruh Store Atmosphere, Display Product, Dan Price Discount Terhadap Impulse Buying. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana Vol.8(No.4):369–94.

Deviana D, Ni Putu Siska, dan I. Gs. Ayu Kt.Giantari. 2016. Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana Vol.5(No.8):5264–73.

Fauziyyah, Astri Nurrohmah, dan Farah Oktafani. 2018. Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Behavior (Studi Pada Masyarakat Kota Bandung). JURISMA : Jurnal Riset Bisnis & Manajemen Vol.8(No.1):1–14.

Febriani, Shintia Fitri, dan Nuri Purwanto. 2019. Pengaruh Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Pada Konsumen Hijab Butik Rabbani Jombang. JMD: Jurnal Riset Manajemen & Bisnis Dewantara Vol.2(No.2):53–62.

Gunawan, Graciella Tansah, dan Tony Sitinjak. 2018. Pengaruh Keterlibatan Fashion Dan Gaya Hidup Berbelanja Terhadap Pembelian Impulsif (Studi Terhadap Remaja Dan Pemuda DKI Jakarta). Jurnal Manajemen Vol.7(No.2):109–23.

Haironi, Mohamad. 2018. Pengaruh Discount, Bonus Pack, Dan In-Store Display Terhadap Impulse Buying Produk Obat Nyamuk HIT Di Pamella Swalayan Yogyakarta. Journal Ekobis Dewantara 1(3):118–26.

Irawan, Devyasari Octavia, Rois Arifin, dan M. Ridwan Basalamah. 2020. Pengaruh Shopping Lifestyle, Discount, Fashion Involvement, Hedonic Shopping Motivation, Dan Promosi Penjualan Terhadap Impulse Buying (Studi Kasus Pada Mahasiswi Yang Pernah Berkunjung Ke Center Point Di Mall Olympic Garden Malang). E-Jurnal Riset Manajemen Prodi Manajemen Fakultas Ekonomi Dan Bisnis Unisma Vol.09(No.04):152–67.

Maftukhan, Muhamad, dan Christina Menuk Sri H. 2017. Shopping Lifestyle Dan Store Environment Pengaruhnya Terhadap Keputusan Pembelian Baju Cosmic Di Surabaya. Majalah Ekonomi Vol.II(No.2):292–304.

Mahmudah, Ainun Rizqiyatul. 2020. Pengaruh Shopping Lifestyle, Fashion Involvement Dan Discount Terhadap Impulse Buying Pada Mahasiswa Pengunjung Rita Pasaraya Wonosobo (Studi Kasus Pada Mahasiswa Fakultas Ekonomi UNSIQ). Journal Of Economic, Business and Engineering Vol.1(No.2):290–99.

Melina, dan M. Amin Kadafi. 2017. Pengaruh Price Discount Dan In-Store Display Terhadap Impulse Buying. Forum Ekonomi Vol.19(No.2):201–9.

Pontoh, Marcella Engelin, Silcyljeova Moniharapon, dan Ferdy Roring. 2017. Pengaruh Display Produk Dan Store Atmosphere Terhadap Impulse Bulying Pada Konsumen Matahari Department Store Mega Mall Manado. Jurnal Emba Vol.5(No.2):1823–33.

Zayusman, Fani, dan Whyosi Septrizola. 2019. Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Pada Pelaggan Tokopedia Di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha Vol.01(No.01):360–68.

Cahyorini, A. & Rusfian, E. F. (2011). The Effect of Packaging Design on Impulsive Buying. Journal of Administrative Science & Organization, 11-21.

Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behavior in tourism: Concepts, influences, and opportunities. Current Issues in Tourism, 7(11), 23-32.

Eeckhoudt, L., Gollier, C., & Schlesinger, H. (2005). Economic and financial decisions under risk. Princeton University Press.

Gumilang, W. A. & Nurcahya, I. K. (2016). The Effect of Price Discount and Store Atmosphere on Emotional Shopping and Impulse Buying. E-jurnal manajemen Unud, 15.3, 1859-1888.

Kotler, P. (2012). Marketing Management: Analysis, Planning, Implementation, and Control. Jakarta: Erlangga.

Merugu, P., & Vaddadi, K. M. (2017). Visual Merchandising: A study on impulsive buying behavior of customers in Greater Visakhapatnam City. International Journal of Science and Research in Engineering and Technology, 4(7), 915–927.

Miranda, Y. C. (2016). A Study of Factors Affecting the Impulse to Buy in Online Shopping. Kompetensi (Kompetensi: Jurnal Studi Manajemen), 10(1).

Noor, Z. Z. (2020). The Effect of Price Discount and In-Store Display on Impulse Buying. Sosiohumaniora, 22(2), 133-139.

Park, E. J., Kim, E. Y., Funches, V. M., & Fo, W. (2012). Apparel product attributes, web browsing, and e- impulse buying on shopping websites. Journal of Business Research, 65, (11), 1583–1589.

Sagala, A. (2022). The Effect of Price Discount, Bonus Pack, and In-Store Display on Impulse Buying Decisions in Mini Markets in Medan.

Sonata, I. (2019). The Effect of Price Discount and In-Store Display on Impulse Buying Decisions for Miniso Products. JRMB (Jurnal Riset Manajemen & Bisnis), 4(1).

Sutisna. (2012). Consumer Behavior and Marketing Communication. Bandung: Remaja Rosdakarya.

Utami, W. C. (2014). Retail Management: Strategies and Operational Implementation of Modern Retail Business in Indonesia. Jakarta: Salemba Empat.

Warnerin, G. (2020). The Influence of Discount and In-Store Display on Consumer Impulse Buying at Matahari Department Store Gress Mall Gresik. Jurnal Pendidikan Tata Niaga (JPTN), 8(2).

Wieseke, J., Alavi, S., & Habel, J. (2014). Willing to pay more, eager to pay less: The role of customer loyalty in price negotiations. Journal of Marketing, 25(1), 23-33.




DOI: https://doi.org/10.30596/miceb.v2i0.512

Refbacks

  • There are currently no refbacks.