Potential impulse buying on product Honda Motor in West Java

Abstract

The rapid era of globalization 4.0 has an impact on people's increasingly consumptive lifestyle. This phenomenon also affects to producers in marketing their products, thus creating a competitive climate in an increasingly competitive industry. Honda Motor in West Java is the top of the automotive industry market in terms of motorcycles, which has dominated market share for the past five years. Event marketing is known as a promotional activity that dominates Honda Motor's marketing strategy in West Java. However, the objective of event activities is not specifically directed at generating hard sales, while sales promotion programs are implemented intensively in each of these event activities. This study analyzes sales promotion and event image on event marketing activities carried out by Honda Motor in West Java, as well as the potential impulse buying of consumers on motorcycle products that are influenced by these two variables. The research method is quantitative with a survey approach to the population of valid product buyers registered on event period February -March 2020 in the cities of Bekasi and Bandung. The sample size was determined by non-probability sampling using a purposive sampling technique of 63 samples. SEM-PLS is used as an analysis technique through structural equation modeling with the second order confirmatory factor analysis procedures. The results showed that the respondents' responses to the impulse buying variable were in the good category (71.4%). The analysis of the direct effect from sales promotion and event image to impulse buying showed an influence of 0.132 with sales promotion having a positive and significant impact on impulse buying, while event image did not positive and significant effect on consumer impulse buying. This implication concludes that there is a potential impulse buying behavior among Honda motorcycle consumers in West Java which can be explained by the influenced of sales promotion program at the event being held, so the implementation of objectives in event marketing activities can be determined explicitly by Honda Motor Company to generate direct sales (hard sales) through sales promotion programs that can motivate impulsive buying behavior.