A STUDY OF PLANNED IMPULSIVE BUYING ON CONSUMERS IN INDONESIA

Abstract

ABSTRACT Marketing process in a company will be successful if they can understand the unique character of their consumers. Unique characteristic of Indonesian consumer who unplanned and who have unplanned spending pattern became such opportunities for the company to sell their product. Research gap about buying behaviour between previous researchers became the problem of this research. The purpose of this study is to examine the effect of interaction, situational factors and fashion involvement on positive emotion and planned impulsive buying. This research was limited on planned impulsive buying, whereas consumer already made such plan to go shopping but in fact they bought more than what they already planned before because of spontanious or suddenly cause. Sample collection technique used in this research was purposive sampling where respondents have to meet the criteria established by the researcher. The result from path analysis proved that the first hypothesis that the interaction with the salesforce on unplanned impulsive buying was rejected. The second hypothesis until the last hypothesis accepted. This study provides an overview of the importance to give a big discount (sale) programs, product variation and new trend products which will improve positive emotion and increase planned impulsive buying. Situational factors like crowd levels of store, comfortable shopping place, and well-organized layout also raise positive emotion and planned impulsive buying. In fact, most of the respondent felt that the crowded shopping situation makes them curious and raises positive emotions that motivated to make a purchase. Key words: Planned Impulsive Buying, Positive Emotions, Interaction with Salesforce, Situational Factors, Fashion Involvement