Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it?


  • Evelyn Wijaya Institut Bisnis dan Teknologi Pelita Indonesia
  • Onny Setyawan Institut Bisnis dan Teknologi Pelita Indonesia



impulse buying behavior, visual merchandising, store atmosphere, money availability, promotional activity


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.


Plum Analytics

Author Biographies

Evelyn Wijaya, Institut Bisnis dan Teknologi Pelita Indonesia

Management Departement Faculty of Business

Onny Setyawan, Institut Bisnis dan Teknologi Pelita Indonesia

Management Departement Faculty of Business


Adiputra, E. (2015). Perilaku pembelian tidak terencana (impulse buying) di pusat perbenjaan modern di Surabaya. An-Nisbah: Jurnal Ekonomi Syariah, 1(2), 155-180.

Akram, U., Hui, P., Khan, M. K., Hashim, M., & Rasheed, S. (2016). Impact of store atmosphere on impulse buying behaviour: Moderating effect of demographic variables. International Journal of U-and E-Service, Science and Technology, 9(7), 43-60.

CEIC. (n.d). Indonesia pertumbuhan penjualan ritel. Retrieved September 12th 2019, from

Choirul, A., & Artanti, Y. (2019). Millennia’s impulsive buying behavior: Does positive emotion mediate? Journal of Economics, Business, & Accountancy Ventura, 22(2), 223-236.

Engel, J. S., Blackwell, R. D., & Miniard, P. W. (1994). Perilaku konsumen. Jakarta: Binarupa Aksara.

Febriana, F. C. (2017). Pengaruh suasana toko, keragaman produk, dan harga terhadap impulse buying pada Toko Kompas Ngronggo Kota Kediri. Simki-Economic, 01(11), 1-13.

MINISO. (n.d). Brand profile. Retrieved September 12th 2019, from

Muthiah, I., Parawansa, D., & Munir, A. R. (2018). The effect of visual merchandising, product display dan store atmosphere on impulse buying behavior (Case study on Matahari department store in Makassar city). Hasanuddin Journal of Applied Business and Entrepreneurship, 1(2), 88-103.

Nandha, O., Andriani, K., & Edriana, P. (2017). The effect of store environment, availability of money and time, hedonic consumption tendency on emotional states and its impact on impulse buying behaviour. Russian Journal of Agricultural and Socio-Economic Sciences, 63(3), 72-78.

Pancaningrum, E. (2017). Visual merchandise dan atmosfer toko: Pengaruhnya terhadap keputusan pembelian impuls. Jurnal Ilmu Ekonomi dan Pembangunan, 17(1), 23-40.

Pradhan, V. (2016). Study on impulsive buying behavior among consumers in supermarket in Kathmandu Valley. Journal of Business and Social Sciences Research, 1(2), 215-233.

Pratomo, B. W., & Supriono, S. (2017). Pengaruh store atmosphere terhadap shopping emotion dan impulse buying (Studi pada “Supermarket Giant” Dinoyo Malang). Jurnal Administrasi Bisnis, 50(1), 178-183.

Rasheed, A., Yaqup, R. M. S., & Baig, F. J. (2017). Factors affecting impulse buying behaviors in shopping malls: Evidence from Bahawalpur region, Pakistan. Journal of Marketing and Consumer Research, 39, 1-20.

Rosyida, S., & Anjarwati, A. L. (2016). Pengaruh store atmosfer dan promosi penjualan terhadap pembelian impulsif dengan emosi positif sebagai variabel intervening. Jurnal Riset Ekonomi dan Manajemen, 16(1), 105-127.

Sudarsono, J. G. (2017). Pengaruh visual merchandising terhadap impulse buying melalui positive emotion pada Zara surabaya. Jurnal Manajemen Pemasaran, 11(1), 16-25.

Sugiyono. (2012). Metode penelitian bisnis. Bandung: Alfabeta.

Wauran, P., & Poluan, J. G. (2016). Pengaruh promosi penjualan dan servicescape terhadap impulse buying dengan shopping emotion sebagai variabel intervening (Studi pada konsumen Freshmart Manado). Jurnal Berkala Ilmiah Efisiensi, 16(4), 532-544.

Widyastuti, P. (2018). Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research, 12(3), 140-148.

Yudiatantri, A., & Nora, L. (2019). The effect of store atmosphere and packaging design toward impulsive buying with shopping lifestyle as a moderating variable at Carrefour in Jakarta. KnE Social Sciences, 3(26), 474-491.



Abstract 734  .
PDF downloaded 1144  .