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

Evelyn Wijaya; Onny Setyawan

doi:10.21512/bbr.v11i3.6464

Authors

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

DOI:

https://doi.org/10.21512/bbr.v11i3.6464

Keywords:

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

Abstract

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.

Dimensions

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

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