Determinants of impulsive buying among Hindu women: The impact of CRM in the retail industry
| Autor: | Gede Bayu Rahanatha, Ni Nyoman Kerti Yasa, I G.A.K. Giantari, Ni Wayan Ekawati |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | International Journal of Data and Network Science, Vol 7, Iss 3, Pp 1143-1152 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2561-8148 2561-8156 |
| DOI: | 10.5267/j.ijdns.2023.5.009 |
| Popis: | Bali's culture is synonymous with its inhabitants' practice of celebrating religious holidays. Hindu women in Bali often purchase ritual equipment. This research aims to identify the determinants of impulsive buying among Hindu women in the retail industry, as well as the impact of Customer Relationship Management (CRM) on managing this behavior. The research method used is quantitative, with a sample size of 250 respondents analyzed using Smart PLS. The results show that the hedonic shopping value has a favorable and substantial influence on impulsive purchasing, as does the desire to buy impulsively. Self-control has the potential to adversely moderate the effect of the desire to acquire on impulsive purchasing. Hedonic shopping value is important to consider, thus marketing programs should accommodate the hedonic shopping value that Hindu women in Bali seek when shopping for Galungan (yadnya) preparations. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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