Kajian Branding Indonesia
Vol 7 No 1 (2025): Kajian Branding Indonesia

Pengaruh Store Environment Perception pada Interior Toko Sociolla terhadap Dorongan Perilaku Impulsive Buying

Sugiharto, Chavela Angelica Putri (Unknown)
Lauwinata, Jesslyn Natalie (Unknown)
Yosevina, Christiana Terecia (Unknown)
Yudianto, Bernardinus Realino (Unknown)

Article Info

Publish Date
14 Apr 2025

Abstract

This study aims to analyze how perceptions of the store environment can encourage customers’ impulse buying behavior, and what factors influence impulse buying. Also, to analyze how individual characteristics can influence these purchases. The research method used is quantitative research by distributing questionnaires online, using a Likert scale of 1-5. The research was found that impulsive buying tendency and layout had the strongest effect on urge to buy impulsively. maintain a positive store environment and add other strategies to stimulate customer’s tendency that leads to urge to buy impulsively.

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Journal Info
Kajian Branding Indonesia
Website

Abbrev

kbi

Publisher

Universitas Prasetiya Mulya

Subject

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

Description

KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics ...