The purpose of this study was to determine and analyse 1) the effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and 2) the impact of situational factor, store atmosphere, sales promotion, and hedonic shopping motivation on supermarket consumer impulsive buying in Manado City, partial or simultaneously. The method used in this research is the descriptive survey and explanatory survey method, with 250 consumers who shop in several supermarkets as the sample with convenience sampling technique; primary data were collected using questionnaire with Likert scale and SEM (structural equation modeling) analyse technique using Lisrel 8.80 program. The result shows that situational factor did not significantly affect the hedonic shopping motivation while store atmosphere and sales promotion are positively related to it. Meanwhile, situational factor and sales promotion are significantly related to impulsive buying. In contrast, store atmosphere shows the opposite way to impulsive buying. Further, impulsive buying is also predicted by hedonic shopping motivation. The increasing of customers' impulsive buying behaviour occurs concerning with shopping for social purposes and sales promotion. The first approach is obtained from marketing strategy and customer service strategy while the second approach is achieved through information strategy, communication, and frequency of sample providing program.
Tujuan penelitian ini untuk mengeksplorasi persepsi masyarakat atas pandemic Covid-19 dan dampak yang terjadi. Fenomena panic buying dan consumer hoarding turut dielaborasi sebagai titik akhir pandemic Covid-19. Sebanyak 220 responden dijadikan obyek penelitian dengan teknik pengambilan sampel menggunakan metode convenience sampling. Kuesioner disebarkan secara daring dengan menggunakan aplikasi survey monkey kepada calon responden diseluruh propinsi Sulawesi Utara. Hasil penelitian dari 220 respondenmenunjukkan kecemasan dan kekhawatiran akan ketidakpastian merupakan penyebab terjadinya fenomena panic buying dan consumer hoarding. Meski demikian, responden tetap optimis dapat melanjutkan aktivitas rutin pada saat pandemic Covid-19 berakhir karena tingginya kepercayaan kepada pemerintah, baik pusat maupun daerah. Selain itu, pandemic Covid-19 memberikan efek positif (peduli dengan kesehatan) dan negative terhentinya aktivitas luar rumah di masyarakat.
Private brand is a store own brand that sold products only by its store. A store usually sold its brand with lower price than national brand. However, it is still challenging for store brand to compete with national brand in recent days. Most of buyers are likely to choose national brand considering their lack of risk, experience, and time usage. The store marketers need to change the buyer's paradigm from trial to be loyal, from substitute to love the brand. Previous study proved that brand love plays a crucial role to build brand loyalty. This study aims are to provide the antecedents of brand love and to deliver the strategies in changing to love the store brand. This research also contributes fresh understanding consider investigation about brand love in private label is new also. The samples are taken by purposive sample with cross-sectional survey. The respondents are private label buyers who bought more than one product category of store brand and more than single purchase. Data are gathered from 160 respondents who qualified from 180 distributed questioners. The result showed that brand identification, brand experience, and satisfaction have significant relation to brand love. Surprisingly, satisfaction plays as intervening variable from brand identification to brand love
The aim of the study is to investigate the consequences of servicescape and to explore the application of it in the premium cinema. Several stimuli related to cinemas’ physical attraction are added to determine their relation such as ambiances, spatial layouts, and signs. 154 visitors are taken by purposive sampling. The respondents are the young regular audience in the finest cinema. Closed structure questioners are spread for primary data and examined with path analysis. The results show that servicescape is related to perceived quality, perceived value, and willingness to pay a premium. Meanwhile, a significant relation also is shown between perceived quality and perceived value. There is also evidence that both perceived quality and perceived value as antecedents of willingness to pay the premium price. The findings provide the applicability of servicescape in the cinema industry, especially in high-class cinema where the consumer-brand relationship is needed.
The purpose of this study is to analyze the influence of several antecedents of customer satisfaction in the online shopping industry, namely site design, time savings, product variation, and shipping performance, and its consequence on customer satisfaction and word of mouth. This study uses purposive sampling with repeat buyer criteria. 100 samples qualify and deserve to be tested after testing their validity and reliability. The results showed that site design, time savings, and delivery performance significantly affected customer satisfaction. Meanwhile, site design, time savings, and product variations affect word of mouth. In addition, the results also confirm the hidden role of customer satisfaction as a partial mediating variable. Thus, the market must increase the availability of products and services to increase customer satisfaction in order to increase word of mouth activities.
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