FAKTOR YANG MEMPENGARUHI IMPULSE BUYING

Gilang Pratama Hafidz, Fachmi Tamzil

Abstract


Perubahan gaya beli dari offline menjadi online membuat banyak ritel modern kalah bersaing sehingga menurunkan penjualan secara massive di pusat-pusat perbelanjaan. Situasi tersebut mendorong pelaku industri untuk dapat menemukan breakthrough dalam meningkatkan penjualan pada outlet-nya. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang dapat meningkatkan impulse buying sehingga dapat memberikan landasan empiris dalam pengambilan keputusan oleh pelaku usaha ritel untuk dapat meningkatkan penjualannya secara intensif. Data primer dikumpulkan sebanyak 360 responden dengan purposive sampling menggunakan kuesioner. Hipotesis diuji menggunakan metode structural equation modelling. Berdasarkan output uji statistic, disimpulkan bahwa pembeli yang berbelanja secara offline dapat berbelanja secara seketika saat merasakan positive emotion yang dipengaruhi oleh pengaruhi lingkungan sosial dan tampilan serta visual merchandising outlet perbelanjaannya. Dari penelitian ini didapatkan juga bahwa konsumen tidak melibatkan product involvement, product knowledge dan social lifestyle dalam melalukan pembelanjaan. Penelitian ini terbatas pada sebaran dan klaster demografi yang tidak luas, penelitian lanjutan dibutuhkan guna memberikan landasan empiris yang lebih komprehensif.

Kata  kunci:  Impulse  Buying, Visual Merchandising, Product Involvement, Product Knowledge, Social Lifestyle.


Keywords


Management, Marketing

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DOI: https://doi.org/10.47007/jeko.v12i02.4152

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