Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it?
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 Peka...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Bina Nusantara University
2020-11-01
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| Series: | Binus Business Review |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/6464 |
| _version_ | 1797725173852405760 |
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| author | Evelyn Wijaya Onny Setyawan |
| author_facet | Evelyn Wijaya Onny Setyawan |
| author_sort | Evelyn Wijaya |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-12T10:27:01Z |
| format | Article |
| id | doaj.art-b2e58cbef96b4af691d67c4bca7ef940 |
| institution | Directory Open Access Journal |
| issn | 2087-1228 2476-9053 |
| language | English |
| last_indexed | 2024-03-12T10:27:01Z |
| publishDate | 2020-11-01 |
| publisher | Bina Nusantara University |
| record_format | Article |
| series | Binus Business Review |
| spelling | doaj.art-b2e58cbef96b4af691d67c4bca7ef9402023-09-02T09:35:40ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532020-11-0111320921510.21512/bbr.v11i3.64645581Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it?Evelyn Wijaya0Onny Setyawan1Institut Bisnis dan Teknologi Pelita IndonesiaInstitut Bisnis dan Teknologi Pelita IndonesiaThe 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.https://journal.binus.ac.id/index.php/BBR/article/view/6464impulse buying behaviorvisual merchandisingstore atmospheremoney availabilitypromotional activity |
| spellingShingle | Evelyn Wijaya Onny Setyawan Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? Binus Business Review impulse buying behavior visual merchandising store atmosphere money availability promotional activity |
| title | Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? |
| title_full | Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? |
| title_fullStr | Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? |
| title_full_unstemmed | Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? |
| title_short | Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? |
| title_sort | consumer s impulse buying behavior do visual merchandising store atmosphere availability of money and promotional activity affect it |
| topic | impulse buying behavior visual merchandising store atmosphere money availability promotional activity |
| url | https://journal.binus.ac.id/index.php/BBR/article/view/6464 |
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