FACTORS AFFECTING BUYING IMPULSE IN RETAIL BUSINESS (Case Study: Hypermart Bandung Indah Plaza)
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Date
2019
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Journal of Advanced Research in Dynamical & Control Systems, Vol. 11, 03-Special Issue
Abstract
The development of large retailers creates competition that requires business people to improve retail management that demands various creations. Marketing agents need to understand consumer behavior, which is able to create and arouse consumers' tastes so that they purchase goods even though they previously had no plans to buy these items. This is what is called impulse buying. This study discusses the factors that can influence the tendency of consumer behavior in making impulsive purchases until the occurrence of impulse buying. There are exogenous factors consisting of situational variables (time available and money available) and individual difference variables (shopping enjoyment and impulse buying tendency) which can affect endogenous factors which include negative affect, positive affect, in store browsing, and felt urge to buy impulsively, and in the end whether impulsive purchases occur or not. The results of this study can be used to develop the right marketing strategy and design effective marketing tactics so as to retain customers. To test the model developed, a case study was conducted at one of the Hypermart retailers located in the city of Bandung. This case study begins with data collection carried out by survey methods. Consumer perception is obtained through the distribution of questionnaires after they visit Hypermart. Based on the research conducted, it is known that situational variables (time available and money available) have a negative effect on negative affect. But overall from exogenous factors (time available, money available, shopping enjoyment, and impulse buying tendency) can affect endogenous factors which include positive affect, in-store browsing, and felt urge to buy impulsively so that impulse buying occurs at Hypermart.
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Keywords
Impulse Buying, Time Available, Money Available, Shopping Enjoyment, Impulse Buying Tendency