Stimulating Factors Influence on Impulse Buying Decision Making (case study on Hypermarket in Makassar)

Abstract

The aim of this research is to identify factors that influence impulse buying decisions among buyers who visit supermarkets. This research uses three independent variables, namely promotion, personal selling, hedonic value of shopping, and impulse buying as dependent variables. Data was collected using a questionnaire. Using accidental sampling techniques, questionnaires were given to respondents who visited the hypermarket. A total of 100 respondents successfully filled in the questionnaire completely. Data from the questionnaire was processed using SPSS version 25 starting with descriptive analysis, validity and reliability tests, and regression analysis. Based on the results of the analysis, it was concluded that the three variables, namely sales promotion, personal selling, and the hedonic value of shopping had a significant effect on the impulsive buying variable. Of the three independent variables identified, the hedonic shopping variable is the variable that has the strongest and most significant influence on impulse buying decisions. The consequence of these findings is the emergence of a tendency among consumers that shopping is a source of satisfaction and enjoyment and triggers impulsive purchasing decisions. concisely and factually, includes the background of research, the purpose of research, the method of research, the result of research, conclusion and recommendation.