THE INFLUENCE OF INSTORE STIMULI AND HEDONIC MOTIVATION ON CONSUMER IMPULSE BUYING IN MATAHARI MEDAN FAIR
Keywords:
InStore Stimuli, Hedonic Motivation, Impulse Buying
Abstract
The rapid development of the Department Store Retail business, especially Matahari, is a logical consequence of economic growth and the movement of world globalization, which is a form of distribution service business that is widely discussed and growing rapidly in Indonesia and other developing countries. In an effort to implement marketing strategies supported by advances in information technology to maintain consumer loyalty, Matahari consistently studies consumer behavior. One very important consumer behavior is Impulse Buying Behavior. The total population of Matahari department store plaza Medan fair quoted from internal data of Matahari plaza Medan fair in the third quarter (July-September) of 2023 is around 120,000 people. The author uses a purposive sampling technique, which is a sampling technique used to determine the sample. The aim of this research is to analyze the influence of In-store Stimuli variables on consumer Impulse Buying. The author tests the hypothesis of the influence of the InStore Stimuli and Hedonic Motivation variables on impulsive shopping behavior to prove whether there really is a direct significant influence of these three variables. It is hoped that the findings can be utilized by retail businesses in Indonesia. The findings of this research reveal that there is indeed a direct significant influence of stimulus efforts and the nature of Hedonic motivation by management on consumer impulsive buying.References
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Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
Aventia Dewi (2021), PENGARUH IN STORE STIMULI DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA SUZUYA KOTA LANGSA . Skripsi, Universitas Samudra.
Gema taufik habibie, septianing, ending sulistiyani, “Pengaruh In- Strore Stimuli Dan Sales Person Terhadap Impulse Buying Konsumen Pada Alfamart Area Kecamatan Ngaliyan Semarang” admisi dan bisnis, vol. 20, h. 213-222. 5
Irdiana, S., Darmawan, K., & Ariyono, K. Y. (2021). Impulse buying di masa pandemi covid 19. Conference on Economic and Business Innovation, 1297-1310(January 2021),1297-1310
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management (3rd ed.). New York: Pearson.
Sandra, J. V., Anjaningrum, W. D., Teknologi, I., & Malang, A. (2021). Pengaruh Suasana Toko Dan Diskon Terhadap Pembelian Impulsif Pada Matahari Department Store Pasar Besar Malang Corresponding Author : Nama Penulis : Jelita Virliana Sandra Perkembangan zaman dan era globalisasi mengubah situasi perekonomian sehingga perus. 2(2), 49–59..
Warnerin, G., & Dwijayanti, R. (2020). Pengaruh Diskon Dan in-Store Display Terhadap Impulse Buying Konsumen Matahari Department Store Gress Mall Gresik. Jurnal Pendidikan Tata Niaga (JPTN), 8(2), 896–903. www.sentrarak.com
Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
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