The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city

Abstract

otion are significantly related to impulsive buying. In contrast, store atmosphere shows the opposite way to impulsive buying. Further, impulsive buying is also predicted by hedonic shopping motivation. The increasing of customers' impulsive buying behaviour occurs concerning with shopping for social purposes and sales promotion. The first approach is obtained from marketing strategy and customer service strategy while the second approach is achieved through information strategy, communication, and frequency of sample providing program