Jurnal Penelitian Ekonomi dan Bisnis
Vol. 6 No. 2 (2021): September 2021

Millennial Generation's Music, Moods, and Impulsive Buying: empirical studies in minimarkets

Putri, Ivon Sandya Sari (Unknown)
Raharso, Sri (Unknown)
Suhaeni, Tintin (Unknown)

Article Info

Publish Date
16 Sep 2021

Abstract

The purpose of this paper is to examine the influence of in-store music on impulsive buying among college students (as a millennial generation) in Bandung State Polytechnic, employed customer mood as mediator. Data from 200 respondents were received and analyzed using a regression for testing the hypotheses developed.  The results show that the music is significantly affecting the customer's mood and impulsive buying. However, the customer mood does not play significantly affecting impulsive buying. Future research and managerial implications are addressed. Keywords: in-store music, mood, impulsive buying

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Journal Info
Jurnal Penelitian Ekonomi dan Bisnis
Website

Abbrev

jpeb

Publisher

Universitas Dian Nuswantoro

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

JPEB is a periodical publication (two times a year, in March and September) with the primary objective to disseminate scientific articles in the fields of management, economics, accounting, and islamic economics. JPEB is accept your manuscript both written in Indonesian or ...