Shopping With Friend: Buy Now Think Later?


The aim of this study focused on how people get sway or tempted to buy things they don’t need when they go to the mall with accompanies. Qualitative analysis used to collect data about the reason why they make a decision to buy. Moreover, quantitative analysis used to complete the qualitative data. 100 respondents were selected using purposive sampling from modern retail in Surabaya. The result shows that people who shop with friends tend to buy things impulsively, and some of them stated that they are regretting their decision. The majority reason for their decision was; friends make a good accompany to shop, they can discuss before making a decision to buy but sometimes they get sway to buy things other than they need because of friends convincing statements. The results of this study are to provide additional information about consumer behavior patterns in modern retail.



Keywords: Modern Retail, Impulse buying, Consumer behavior

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