Analysis of Factors Influencing Impulse Buying at Golden Market Jember

Abstract

This study investigates the influence of sales promotion, store atmosphere, product variety, and money availability on impulse buying behavior at Golden Market Jember, a modern retail center in East Java, Indonesia. As modern retail formats continue to shape consumer shopping habits, understanding the factors that drive unplanned purchases becomes essential for maintaining competitiveness. Using a quantitative approach with a sample of 50 consumers selected through purposive sampling, data were collected via questionnaires and analyzed through multiple linear regression. The findings reveal that sales promotion and product variety have a significant positive effect on impulse buying, whereas store atmosphere and money availability do not exhibit a significant influence. These results suggest that strategic promotional activities and a diverse product assortment can effectively stimulate unplanned consumer purchases. However, the store’s current atmosphere and consumers’ financial constraints appear to limit spontaneous buying behavior. The study contributes to retail management by highlighting key drivers of impulse buying and offering insights for enhancing retail marketing strategies.

Keywords: impulse buying, sales promotion, store atmosphere, product variety, money availability, Golden Market Jember