STUDY OF SHOPPING LIFESTYLE, SALES PROMOTION AND IMPULSIVE BUYING BEHAVIOR

Bayar Gardi, Didit Darmawan

Abstract


Impulse buying behavior is an opportunity for marketers because it contains elements of pleasure, emotion, and neglect of product details. Purchasing without planning in the form of spontaneous buying impulsively raises product consumption experiments from consumers. Orientation of user satisfaction will lead to re-buying whereas sales-oriented orientation will only cause product failure in the market. Consumers with a shopping lifestyle and more interested in sales promotion activities make it possible to make impulse purchases. This study will examine the role of shopping lifestyle and sales promotion in shaping impulsive behavior. There were 100 respondents who were involved and the data was processed using regression. The results of the study state that shopping lifestyle and sales promotions are significantly proven to cause impulsive buying behavior. Influence that appears partially or simultaneously.


Keywords


shopping lifestyle; sales promotion; impulse buying

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DOI: https://doi.org/10.56348/mark.v2i2.55

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