The Effect of Sales Promotion and Store Atmosphere on Hedonic Shopping Motivation and  Impulsive Buying Behavior in Hypermart Manado City

Mamuaya, Nova

doi:10.19166/derema.v13i1.785

Cited by 10 publications

(9 citation statements)

References 6 publications

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“…When associated with the goal of forming impulse buying behavior, sales promotion as incentive tools can be used as a significant measurement dimension consist of: loyalty program, price discount, free samples, buy one-get one free (Weerathunga and Pathmini, 2016). Mamuaya (2018) confirmed the dimensions of sales promotion with the sample, coupons, and price packing. In addition to the literature review, factor selection was carried out based on the results of interviews with experts related to the company being the object of research to produce indicators that were relevant and in accordance with the formulation of this study.…”

Section: B Sales Promotionsupporting

confidence: 63%

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Potential impulse buying on product Honda Motor in West Java

Ropik¹,

Ariyanti²

2020

IJSRP

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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.

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Section: B Sales Promotionsupporting

confidence: 63%

“…Sales promotion has a significant impact on impulse buying behavior that occurs in consumers (Weerathunga and Pathmini, 2016;Mamuaya, 2018). Sales promotion and hedonic shopping simultaneously have a positive impact on impulse buying (Amanah and Pelawi, 2015).…”

Section: B Sales Promotionmentioning

confidence: 99%

Potential impulse buying on product Honda Motor in West Java

Ropik¹,

Ariyanti²

2020

IJSRP

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“…Indicaram que esta estratégia, combinada com um produto apelativo, tem influências significativas na compra por impulso. Neste sentido, Mamuaya (2018) encontrou que a promoção de vendas afeta significativamente a compra impulsiva, o que quer dizer que quanto mais atraente é a promoção mais aumenta a compra por impulso. Tendai e Crispen (2009) também indicaram que fatores económicos, como o preço, têm uma maior probabilidade de influenciar a compra por impulso comparativamente com outros aspetos presentes numa loja, como a música ou a ventilação.…”

Section: O Preço Como Influente Na Compra Por Impulsounclassified

O impulso da pertença: a influência da identidade social na compra por impulso de jovens Portugueses

et al. 2021

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A compra por impulso é um tema complexo e com variadas influências. Este estudo experimental tem por objetivo analisar o efeito da identidade social, das emoções e da marca do produto na tendência de jovens para comprar sapatilhas por impulso. Participaram 545 jovens portugueses, que responderam a um questionário online sobre um cenário experimental de compra de sapatilhas da marca Adidas. Os resultados indicam que o desconto influencia a compra impulsiva e as emoções positivas medeiam a relação entre identificação com jovens e compra por impulso. Também verificou-se uma propensão à apropriação da marca como um marcador identitário da juventude portuguesa. Assim, além das características do produto, os processos grupais poderão estar relacionados com este comportamento de compra.

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“…Menarik konsumen agar terkesan dengan kegiatan belanja saat berada di dalam gerai dapat dilakukan dengan atmosfer gerai (Coley & Burgess, 2003). Atmosfer berkaitan dengan bagaimana peritel dapat memanipulasi desain bangunan, ruangan, tekstur dinding, bau, warna, bentuk, dan suara yang dialami oleh pelanggan (Mamuaya, 2018). Suasana yang nyaman menjadi bahan pertimbangan bagi konsumen sebelum memutuskan untuk datang atau mengunjungi gerai tertentu (Kertiana & Artini, 2019).…”

Section: Pengaruh Promosi Penjualan Visual Merchandising Atmosfer Gerai Terhadap Pembelian Implusif DI Matahariunclassified

Pengaruh Promosi Penjualan, Visual Merchandising, Atmosfer Gerai Terhadap Pembelian Impulsif Di Matahari Duta Plaza Denpasar

Dewi

Jatra

2021

EEB

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Impulsive buying is a behavior that is consumer buying behavior that is formed before entering a store and is carried out unplanned beforehand. The factors that can be considered by the company in the event of impulsive buying to increase sales are sales promotion, visual merchandising, outlet atmosphere towards impulsive purchases at Matahari Duta Plaza Denpasar. The sample size used was 108 respondents of Matahari Duta Plaza Denpasar customers with a purposive sampling technique. Data collection was carried out by distributing questionnaires through Google Forms. The data analysis technique used is multiple linear regression analysis. Based on the research results that (1) sales promotion has a positive and significant effect on impussive buying (2) visual merchandising has a positive and significant effect on impussive buying (3) store atmosphere has a positive and significant effect on impussive buying. Based on these results, it is concluded that sales promotion, visual merchandising, good outlet atmosphere will influence the impulsive buying behavior of Matahari Duta Plaza Denpasar customers.

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The Effect of Sales Promotion and Store Atmosphere on Hedonic Shopping Motivation and Impulsive Buying Behavior in Hypermart Manado City

Cited by 10 publications

References 6 publications

Potential impulse buying on product Honda Motor in West Java

Potential impulse buying on product Honda Motor in West Java

O impulso da pertença: a influência da identidade social na compra por impulso de jovens Portugueses

Pengaruh Promosi Penjualan, Visual Merchandising, Atmosfer Gerai Terhadap Pembelian Impulsif Di Matahari Duta Plaza Denpasar

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