FAKTOR YANG MEMPENGARUHI IMPULSE BUYING

Abstract

The change in buying style from offline to online has made many modern retailers unable to compete, thereby reducing sales massively in shopping centers. This situation encourages industry players to be able to find a breakthrough in increasing sales at their outlets. This study aims to determine the factors that can increase impulse buying so that it can provide an empirical basis for decision making by retailers to increase their sales intensively. Primary data were collected as many as 360 respondents with purposive sampling using a questionnaire. The hypothesis is tested using the structural equation modeling method. Based on the statistical test output, it is concluded that buyers who shop offline can shop immediately when they feel positive emotion which is influenced by the influence of the social environment and the appearance and visual merchandising of their shopping outlets. From this research, it is also found that consumers do not involve product involvement, product knowledge and social lifestyle in making purchases. This research is limited to the distribution and demographic clusters that are not broad, further research is needed to provide a more comprehensive empirical basis.