<![CDATA[Pertumbuhan ritel modern makin kompetitif mendorong pelaku usaha untuk memahami aspek memengaruhi perilaku pembelian konsumen, khususnya perilaku impulsif yang sering terjadi dalam lingkungan ritel. Salah satu faktor yang dianggap penting adalah keragaman produk yang ditawarkan serta persepsi konsumen terhadap merek atau brand image. Penelitian ini mengkaji bagaimana brand image memediasi pengaruh keragaman produk terhadap pembelian impulsif di Grandlucky Superstore Denpasar. Penelitian ini menggunakan metode non-probabilitas dan selektif untuk mengambil sampel 120 pembeli Grandlucky Superstore Denpasar. Survei kuesioner dan analisis statistik deskriptif dan inferensial menggunakan model analisis jalur maupun uji Sobel digunakan. Penelitian ini menjelaskan keragaman produk berpengaruh positif dan signifikan terhadap pembelian impulsif, brand image, dan brand image secara signifikan memediasi pengaruh keragaman produk terhadap pembelian impulsif. Penelitian ini mendukung paradigma Stimulus-Organisme-Respons (SOR) dalam perilaku pelanggan ritel saat ini. Implikasi praktisnya adalah sebagai landasan bagi Grandlucky Superstore dalam mengembangkan strategi pemasaran yang mampu mendorong impulsive buying melalui peningkatan brand image dan keragaman produk. The increasingly competitive growth of modern retail encourages business actors to understand the aspects that influence consumer purchasing behavior, especially impulsive behavior that often occurs in the retail environment. One factor that is considered important is the diversity of products offered and consumer perception of the brand or brand image. This study examines how brand image mediates the effect of product diversity on impulse buying at Grandlucky Superstore Denpasar. This study uses a non-probability and selective method to take a sample of 120 Grandlucky Superstore Denpasar shoppers. A questionnaire survey and descriptive and inferential statistical analysis using the path analysis model and Sobel test were used. This study found that product diversity has a positive and significant effect on impulse buying, brand image, and brand image significantly mediates the effect of product diversity on impulse buying. This study supports the Stimulus-Organism-Response (SOR) paradigm in current retail customer behavior. The practical implication is as a foundation for Grandlucky Superstore in developing marketing strategies that can encourage impulse buying by improving brand image and product diversity.]]>
