THE INFLUENCE OF ENVIRONMENTAL FACTORS AND SHOPPING STIMULI ON IMPULSE BUYING AT INDOMARET KAUDITAN
ABSTRACT: Increasing
consumption of goods and services creates the rapid growth of retail business
in Indonesia. As the proof, according to APRINDO, in 2015, Indonesian retail
industry experiences 15% growth. Therefore, the objective of this research is
to identify the influence of Environmental Factors and Shopping Stimuli on
Impulse Buying. This research is a quantitative research, uses questionnaires
to collect primary data and uses multiple regressions to analyze the data. The
population in this research refers to the consumers of Indomaret Kauditan while
sample size in this research is 100 respondents. The results show that
Environmental Factors and Shopping Stimuli have significant effect on Impulse
Buying simultaneously. Moreover, Environmental Factors and Shopping Stimuli
also have significant effect on impulse buying partially. As the recommendation
of this research, Indomaret Kauditan is expected to pay attention to the
environmental factors such as the parking area, the layout of products, and
shopping atmosphere to increase buying intention of shoppers in order to
improve Impulse Buying.
Author: Gleadys Tirayoh
Journal Code: jpmanajemengg150081
