Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it?
| Autor: | Onny Setyawan, Evelyn Wijaya |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
media_common.quotation_subject
Population money availability promotional activity 02 engineering and technology lcsh:Business impulse buying behavior 01 natural sciences Accidental sampling lcsh:Social Sciences store atmosphere education media_common education.field_of_study Visual merchandising lcsh:Commerce business.industry 010401 analytical chemistry Advertising General Medicine 021001 nanoscience & nanotechnology Marketing strategy 0104 chemical sciences lcsh:H lcsh:HF1-6182 Impulse (psychology) visual merchandising Business 0210 nano-technology lcsh:HF5001-6182 |
| Zdroj: | Binus Business Review, Vol 11, Iss 3, Pp 209-215 (2020) |
| ISSN: | 2476-9053 2087-1228 |
| Popis: | The research aimed to analyze the influence of visual merchandising, store atmosphere, availability of money, and promotional activity on impulse buying behavior in MINISO Pekanbaru. The research applied a quantitative method, and the population was consumers who purchased any product in MINISO Pekanbaru. The sample amounted to 150 respondents with an accidental sampling technique. The instrument used was a questionnaire by asking questions to respondents. Analysis was conducted by using a multiple regression linear approach with IBM SPSS 23. The results show that the store atmosphere does not significantly influence impulse buying behavior. Meanwhile, visual merchandising, availability of money, and promotional activity significantly affect the impulse buying behavior. The results imply that MINISO Pekanbaru has implemented a proper marketing strategy to attract consumers to buy impulsively. However, MINISO Pekanbaru needs to re-consider the display and information placement about the products so that the consumers feel comfortable and content to spend a longer time there. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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