The Effect of In-Store Stimuli Towards The Customers Impulsive Buying Behavior at Toserba Yogya Majalengka Muhammad Fikry Januar (a*), Ratih Hurriyati (b), Heny Hendrayati (b)
Universitas Pendidikan Indonesia
Abstract
The rising of online shopping activities carried out by customers nowadays, makes direct shopping activities in physical store become decreased. This creates a problem for retail entrepreneurs who own physical stores to think about a solution to solve that problem. Thus, they finally create some store stimulus (in-store stimuli) to enhance the sales of their physical stores. This study aims at finding out the effect of in-store stimuli towards customers’ impulsive buying behavior. This study is a quantitative descriptive study with Toserba Yogya Majalengka as the object. The sampling technique used in this study is probability sampling with purposive sampling method that obtains a valid sample of 50 respondents. The type of the data in this study are primary data from questionnaires sourced from simple linear regression analysis technique, while the hypothesis testing used in this study is only t-test. From the result of the hypothesis, it can be found that in-store stimuli significantly affect customer’s impulsive buying behavior. This shows that the more in-store stimuli performed by the store, the higher the frequency of impulsive buying behavior done by customers of Toserba Yogya Majalengka. Based on the above result, the suggestion for this study is that Toserba Yogya Majalengka maintains in-store stimuli activities since it is useful to increase the intensity of customer’s buying behavior.
