Impulse Buying: The Effect of Price Fairness, in Store Promotion, Merchandise and Time Availability
Abstract
Impulse buying is unplanned purchases but have a significant impact on retail sales. This study examines the effect of price fairness, in store promotion and merchandise on impulse buying behavior. Research respondents were taken purposively with the criteria of members of the population who had made impulse buying. The population of this study is citizen of Surakarta who became consumers of the national mini retail chain. Data collection using questionnaires that have passed the validity and reliability test, while data analysis uses PLS SEM. The result of the study shows that Price Fairness, In Store Promotion, and Merchandise variables influence impulse buying behavior, with a T statistic score of 2,047; 2,537; and 2,104 respectively. The score is above the cut-off required for the 5% significance level, which is a statistical T value of more than or equal to 1.96. Furthermore, the time availability variable is not a moderating variable.
Keywords: Impulse Buying, Price Fairness, In Store Promotion, Merchandise, Time Availability, Retail
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