ANALYZING FACTORS THAT DRIVE IMPUSLIVE BUYING BEHAVIOR TOWARD FASHION PRODUCTS IN MANADO TOWN SQUARE
Abstract: The fashion industry
has a great influence and is a significant driver in Indonesia’s creative
economy. Manado Town Square is the social and shopping center of Manado;
therefore, it presents a huge opportunity for marketers to provoke impulsive
buying behavior of consumers. This research aims to analyze and define the
factors that drive impulsive buying behavior toward fashion products in Manado
Town Square. Knowing these factors, marketers can enhance and take advantage of
these factors in order to instigate consumers to purchase more items than
planned generating more revenue. In order to define these factors this research
takes a quantitative approach by obtaining data through questionnaires using
convenience sampling in which 100 buyers of fashion products in Manado Town
Square are the respondents. To analyze the data this research uses Factor
Analysis as the research method. There are 20 variables included in the
analysis, and the results show that 19 variables correlate with the other
factors. From the results of the factoring process there are 5 factors formed
which are: Environmental Factors, Multisensory Atmospheric Stimuli Triggering
Mood and Emotion, Promotional Techniques, Situational Factors and Marketing
Strategies. Marketers should take advantage of these factors to trigger
consumers’ impulsive buying behavior.
Keywords: fashion products,
impulsive buying behavior, factor analysis
Penulis: Nathania Lontoh,
David P.E Saerang, Maria V.J Tielung
Kode Jurnal: jpmanajemendd170995
