The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city

Abstract

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.

The Effect of Store Environment on Shoppers Urge to Buy Impulsively: An Application of Stimulus-Organism-Response Paradigm

“…Consistent with the literature (e.g. Santini et al, 2019;Mamuaya and Pandowo, 2018), the current study indicates that store environment elements poistively affect consumers hedonic shopping motivation. The results underscored the significance of store music in triggering shoppers emotions like pleasure and dominance, the appropriate layout makes it easy for shoppers to locate the products they are looking for, good instore lighting induces positive energy and vibes that motivate shoppers, in addition friendly and prompt in-store employees makes shoppers experience comfortable.…”

“…Previous studies emphasized the influential effect of store environment on consumer impulse buying via evoking some emotions such as pleasure and arousal (e.g. Hulten, 2012;Gilboa et al, 2016;Mamuaya and Pandowo, 2018). Retailers can capitalize on store environment classified into ambient, design and social factors (Baker, Parasuraman, Grewal and Voss, 2002) to make shoppers experience more enjoyable and further induce their emotions, which eventually will be translated into spending more time and money in store and increased experienced urges to buy impulsively (Mohan, Sivakumaran, and Sharma, 2013;Santini et al, 2019;Mamuaya and Pansowo, 2018).…”

The Effect of Situational Factor, Visual Merchandising, and Electronic Word of Mouth on Impulsive Buying Behavior on Video on Demand Services Current The Covid-19 Pandemic Crisis

“…Various stimulus is very strong and the temporary of the environment around the consumer to make a purchase can influence consumers to make purchases are impulsive. Similar results were conveyed by research from Khorrami et al (2015); Mamuaya & Pandowo (2018); Mamuaya & Tumiwa (2017); Pangemanan & Longdong, (2015).…”

“…The questionnaire statement items in this study adopted the previous research with consideration of the adjustment of the object under study (video on demand products). Measurement of situational factor variables was developed from research by Mamuaya & Pandowo (2018); Mamuaya & Tumiwa (2017); Puspaningrum (2017) which consists of 4 indicators, namely: (1) recommendations from friends and family, (2) mood, (3) time availability, and (4) availability of money. Measuring visual merchandising variables was developed from the research of Le (2018) dan Widyastuti (2018) which consisted of 4 indicators, namely: (1) the website makes it comfortable to shop, (2) the appearance of attractive products, (3) neatly arranged information layout, and (4) attractive promotional display.…”

Customers’ Problems in Buying from Supermarkets in Bangladesh

“…Shopping from the supermarkets is fun for the customers, they often visit supermarkets as a part of their entertainment (Umesh, 2015;Mamuaya & Aditya, 2018). Consumers buy from the supermarkets because of benefits including quality merchandise, physical facilities, convenience, promotion, institutional factors, locations, store atmosphere, hygiene factors, price, sales incentive programs, modern, and attractive places for shopping, place of socialization, after-sale services, etc.…”