Chasing the Excitement of Impulse Buying through Store Atmosphere and Packaging Design

Rizki Zulfikar (), Basil Badar Bunyamin and Hana Maura Aulia
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Rizki Zulfikar: Universitas Komputer Indonesia, Department of Management
Basil Badar Bunyamin: Universitas Komputer Indonesia, Department of Management
Hana Maura Aulia: Universitas Komputer Indonesia, Department of Management

A chapter in Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024), 2024, pp 232-245 from Springer

Abstract: Abstract This research aims to determine the impacts of store atmosphere and packaging design on impulse buying through shopping lifestyle as a moderating variable among consumers at Borma Supermarkets in Bandung City. This study employs a quantitative approach with descriptive and verification research methods. The problem addressed in this study is to investigate the influence of store atmosphere and packaging design on impulse buying through shopping lifestyle, both directly and indirectly. Primary data collection is conducted by distributing questionnaires to a sample of 384 consumers at Borma Supermarkets in Bandung City. The analysis method employed in this research is Structural Equation Modeling Partial Least Square (SEM-PLS) using SmartPLS software. The results of the study indicate that the variables of Store Atmosphere and Packaging Design each have a significant influence on Impulsive Buying. Furthermore, Store Atmosphere, with Shopping Lifestyle as a moderating variable, has a significant impact on Impulsive Buying. However, the variable of Packaging Design, with Shopping Lifestyle as a moderating variable, does not have a significant effect on Impulsive Buying. Consequently, supermarkets should focus on enhancing the store atmosphere and packaging design to improve the overall shopping experience and encourage impulse buying among consumers. By investing in strategies that prioritize consumer comfort and convenience, as well as emphasizing an appealing store atmosphere and packaging design, supermarkets can effectively capitalize on impulse buying tendencies and drive sales growth.

Keywords: Impulse Buying; Store Atmosphere; Packaging Design; Shopping Lifestyle; Supermarkets (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-465-5_19

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