English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Zendy Plus

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Zendy Tools

Zendy Open

The purpose of this study was to determine and analyse 1) the effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and 2) the impact of situational factor, store atmosphere, sales promotion, and hedonic shopping motivation on supermarket consumer impulsive buying in Manado City, partial or simultaneously. The method used in this research is the descriptive survey and explanatory survey method, with 250 consumers who shop in several supermarkets as the sample with convenience sampling technique; primary data were collected using questionnaire with Likert scale and SEM (structural equation modeling) analyse technique using Lisrel 8.80 program. The result shows that situational factor did not significantly affect the hedonic shopping motivation while store atmosphere and sales promotion are positively related to it. Meanwhile, situational factor and sales promotion are significantly related to impulsive buying. In contrast, store atmosphere shows the opposite way to impulsive buying. Further, impulsive buying is also predicted by hedonic shopping motivation. The increasing of customers' impulsive buying behaviour occurs concerning with shopping for social purposes and sales promotion. The first approach is obtained from marketing strategy and customer service strategy while the second approach is achieved through information strategy, communication, and frequency of sample providing program. Corresponding author: Nova Ch. I. Mamuaya Email addresses for the corresponding author: novachmamuaya@unima.ac.id First submission received: 10th January 2018 Revised submission received: 20th July 2018 Accepted: 30th August 2018 Introduction Impulsive buying behaviour has attracted the interest of academic researchers because the result seemed to be a contradiction between what people plan to do with what they finally do (Gutierrez, 2004). Literature and consumer themselves admit that impulsive buying behaviour is wrong normatively, but with large buying volume in various product categories classified as impulsive buying (Rook, 1987 in Gutierrez, 2004). From the consumer side, impulsive buying behaviour brings negative implication such as excessive spending money, unnecessary purchases, uncertainties and risks regarding the function and product quality, and a sense of guilt. Therefore, impulsive buying is often considered irrational and risky. However, impulsive buying behaviour phenomenon is something that still happens in consumer buying behaviour and large-scale studies on this topic have been started since about sixty years ago until today (Gutierrez, 2004). Impulsive buying covers 80% of all purchases (Kacen & Lee, 2002), 62% of supermarket sales and 80% of all sales in certain product categories (Ahmad, 2011). According to Handi Irawan in Marketing magazine special edition in 2008, said there are 10 Indonesia Customer Character, one of which is the unplanned or impulsive character. Indonesian consumers' is a kind of consumers who are not accustomed to something. Although they do, they will decide at the last moment. One form of consumer behaviour that has no plan is the occurrence of impulsive buying. Based on Nielsen (2008), it turns out that 85% of modern retail shoppers tend to shop for something that was not planned. The preliminary survey Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 2 December 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 2 conducted by the author in three large supermarkets in Manado City that most visited by consumers are Multimart Ranotana, Freshmart Bahu, and Golden Sam Ratulangi in August 2013 with 30 consumers as respondents showed that 18 (60%) shop for products unplanned or impulsive. The preliminary survey was done by asking questions to customers after they finished shopping, "is that any items that you buy unplanned before?" Similarly, a survey in September 2014 and in August 2015 in same location and number of correspondents indicate that in September 2014 is 20 people (70%) do impulsive buying and in August 2015 as many as 22 people (73,3%). The survey results show that consumers' impulsive behaviour in supermarkets at Manado City tends to increase over the last three years. Knowledge and understanding of consumer impulsive buying behaviour and its influencing factors become essential for modern retail companies in the preparation of the strategy in the face of modern retail business competition that getting tighter. Several studies about impulsive buying have been done, mostly in developed countries like the United States and European countries, as well as in some developing countries, including Indonesia. In the study, the researchers of marketing and consumer behaviour primarily focused on identifying factors that increase impulsive buying (Tinne, 2010). In Indonesia's own country, especially in Manado City, research on impulsive buying and the factors that influence is still very little. Previous research proved that several determinants could predict impulsive buying perfectly. Demographic characteristics such as age (Wood, 1998); gender (Dittmar, Beattie and Friese, 1996); culture (Kasen and Lee, 2002) or affective factors such as emotional (Beatty and Ferrell, 1998) plays a vital role in predicting impulsive buying. Further, some impulsive buying also associated to hedonic pleasure such as pleasure, discover and experience new things, fantasy, social interaction, and emotional (Hausman, 2000) and the tendency to buy impulsively (Beatty and Ferrell, 1998). Youn and Faber (2000) found that the store atmosphere increases the likelihood of impulsive behaviour; Iyer and Ahlawat (1987) found that consumers tend to be impulsive in the type of food stores. In connection with the situational factors, Beatty and Ferrell (1998) found that the availability of time and money influencing impulsive buying. Relating to the characteristics of the product, Babin, Darden and Griffin (1994) found that impulsive buying occur in the case of the hedonic product category. However, several studies produce different findings on certain factors. The first side found that situational factors (availability of time and money) significantly influence the impulsive buying behaviour (Wu and Huan, 2010; Foroughi, Remove, and Sadeghi, 2012; and Srivastava and Kumar (2013). Some found that situational factors (availability of time and money) do not significantly influence the impulsive buying (Maymand and Ahmadinejad, 2011). The contradiction also happened when some researchers found an effect of store atmosphere on impulsive buying (Crawford and Melewar, 2003; Park and Lennon, 2006; Soars, 2009; and Graa, DaniElkebir and Bensaid, 2014) while the other found against the first side. Tendai & Crispen (2009) showed that the factors associated with the store atmosphere such as subscriber density, the fragrance in the store, the background music, and ventilation does not significantly influence impulsive buying. Based on previous research, some sales promotion indicators can affect impulsive buying, for instance: product discount and cheaper price (Zhou and Wong, 2003); coupons, vouchers, promotions and advertising as well as low prices (Tendai and Crispen, 2009); free product and price discount (Karbasivar and Yarahmadi, 2011); and bonus packs (Xu and Huang, 2014). Nevertheless, another study by Nagadeepa, Tamil Selvi & Pushpa (2015) showed that the three techniques, namely sales promotion coupons, packaging prices, and the contest do not affect impulsive buying. Research conducted by Foroughi, Discard, Senik, and Sadeghi (2013) showed that situational factors (availability of time and money) affect the hedonic shopping motivations and situational factors influence the impulsive buying through hedonic shopping motivation; Babin and Attaway (2000) suggested that situational factors can generate positive and negative perceptions that will affect the hedonic shopping value. Store atmosphere can influence the creation of consumer hedonic value (Coley and Burgess, 2003); Ballantine, Jack, and Parsons (2010) finds that these elements can store atmosphere make the shopping experience more enjoyable that evoke emotions and create consumer hedonic value; Zhang, Sirion, and Combs (2011) found that the store atmosphere affect consumer hedonic value; and Donovan & Rossiter in the Bohl (2012) states that the fun and excitement of a hedonic value which has a Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 2 December 2018 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 3 significant influence as mediator of store atmosphere and consumer behaviour, including impulsive buying behaviour (Bohl 2012: 5). Research conducted by Maymand and Ahmadinejad (2011) on the role of environmental stimulation caused store promotions to impulsive buying, where the research results indicate that promotional incentives in the form of sales promotion and advertising significantly influence hedonic shopping motivation. Hausman (2000) found that consumers who shop to satisfy their hedonic will like to look for new experiences, seek variety and excitement turns significantly affect impulsive buying. Impulsive buying plays an important role in satisfying the hedonic desire related to hedonic consumption. This role supports the conceptual relationship between hedonic shopping motivations with impulsive buying (Rock, 1987; Piron, 1991; and Hausman, 2000). Research by Park and Lennon (2006) indicates that the value that hedonic encourage impulsive buying. Silvera, Lavack, and Kropp (2008) suggest that impulsive buying behavior is often done to satisfy the motif that is hedonic. Harmancioglu, Finney, and Joseph (2009) found that consumers' emotional values such as pleasure increase the tendency of impulsive buying behaviour. Consumers who are shopping for leisure expect higher hedonic va

journal of business and retail management research

The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city