Open AccessMillennial Generation's Music, Moods, and Impulsive Buying: empirical studies in minimarkets
Author(s) -
Ivon Sandya Sari Putri,
Sri Raharso,
Tintin Suhaeni
Publication year - 2021
Publication title -
jpeb (jurnal penelitian ekonomi dan bisnis)/jurnal penelitian ekonomi dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2460-4291
pISSN - 2442-5028
DOI - 10.33633/jpeb.v6i2.4311
Subject(s) - mood , psychology , advertising , regression analysis , empirical research , marketing , social psychology , applied psychology , business , mathematics , statistics
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