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All Journal Jurnal Keuangan dan Bisnis Journal of Business Economics and Agribusiness
Manalu, Anggriani Br
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Economics, Econometrics & Finance Social Sciences

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The Influence of Sales Promotion and Shopping Lifestyle on Impulsive Buying Behavior of Mr DIY in Palembang City Manalu, Anggriani Br; Changreani, Evelyn
Journal of Business Economics and Agribusiness Vol. 1 No. 2 (2024): February
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbea.v1i2.77

Abstract

This research was conducted to analyze the influence of Sales Promotion and Shopping Lifestyle on Impulse Buying among Mr DIY consumers in Palembang City. The growth of the retail industry and changes in consumer lifestyles require a deeper understanding of the factors that influence impulse shopping behavior. This research tries to answer the problem regarding the influence of Sales Promotion and Shopping Lifestyle on the tendency to shop impulsively at stores like Mr DIY. The purpose of this research is to find out whether Sales Promotion and Shopping Lifestyle influence Impulse Buying in Mr DIY, Palembang City. This research aims to provide a clear and specific picture of the factors that influence consumers' impulsive shopping decisions. This research uses a quantitative approach with non-probability sampling techniques and a purposive sampling approach to select 100 respondents. Data analysis was carried out using statistical methods which included regression to test the influence of the Sales Promotion and Shopping Lifestyle variables on Impulse Buying. The population of this research is Mr DIY consumers in Palembang City. A sample of 100 respondents was selected purposively to achieve appropriate representation. The research results show that Sales Promotion has no significant effect on Impulse Buying, while Shopping Lifestyle has a positive effect on the impulsive shopping behavior of Mr DIY consumers in Palembang City. In this research it can be concluded that consumer shopping lifestyles influence impulsive shopping tendencies more than sales promotions. The implications of these findings can help design more effective marketing strategies. This research contributes to the understanding of consumer behavior and retail marketing strategies. Knowing that lifestyle shopping has a stronger influence can help stores like Mr DIY to devise promotional and sales strategies that better suit consumer preferences, enrich the literature on impulse shopping, and provide guidance for further research.
PENGARUH PERSEPSI HARGA DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN PRODUK COKLAT DUBAI Manalu, Anggriani Br; Tyra, Maria Josephine
Jurnal Keuangan dan Bisnis Vol. 24 No. 1 (2026): Jurnal Keuangan Dan Bisnis Volume 24, Number 1, Maret 2026
Publisher : Catholic University Musi Charitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32524/jkb.v24i1.1977

Abstract

Purpose: This study aims to examine the influence of price perception and fear of missing out on purchasing decisions for Dubai Chocolate products, considering the growing phenomenon of viral consumption driven by both rational and psychological factors. Design Methodology Approach: A quantitative survey was conducted among individuals who had purchased Dubai Chocolate products. A total of 100 respondents were selected using purposive sampling. Data were analyzed using multiple linear regression to assess the effect of price perception and FoMO on purchasing decisions. Findings: The results indicate that both price perception and FoMO have a positive and significant effect on purchasing decisions. Price perception demonstrates a stronger influence compared to FoMO, suggesting that consumers still rely on value evaluation despite exposure to social pressure. Practical Implications: The findings suggest that businesses should maintain a balance between pricing strategies and psychological triggers in marketing. Competitive pricing combined with the ability to create social desirability can enhance purchasing decisions, particularly for products positioned within viral trends. Originality Value: This study provides empirical evidence on the simultaneous role of rational evaluation and psychological pressure in shaping purchasing decisions within viral product contexts, offering a more integrated perspective on consumer behavior.
Co-Authors Changreani, Evelyn Maria Josephine Tyra, Maria Josephine Tyra,