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- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Impulse Buying: The Influence of Impulse Buying Tendency, Urge to Buy and Gender on Impulse Buying of the Retail Customers
SAWITRI, Hunik Sri Runing
HARYANTO, Budi
WAHYUDI, Lilik
Abstract
Purpose: The main purpose of this research is to examine the effect of impulse buying tendencies toward impulse buying, which is mediated by an urge to buy and moderated by the gender of the retail customers. Research design, data and methodology: This study uses a survey design. The sample consisted of several mall customers in Yogyakarta. Purposive sampling was used as the sampling technique. Data collection was carried out in two ways, distributing questionnaires online and directly giving questionnaires to mall customers. Results: The results of data analysis using structural equation modeling show that: 1). Impulse buying tendencies have a positive and significant effect on the urge to buy and impulse buying, 2). The effect of impulse buying tendencies on impulse buying were mediated by an urge to buy and moderated by gender. Conclusions: Theoretical implications of this research strengthen the concept/theory concerning the relationship of the impulse buying tendencies, urge to buy and impulse buying. The results of the study have some managerial implications. It can be used to reference retail store business in increasing the volume of retail customers purchases through impulse buying. The retail businesses can increase impulse buying which will trigger impulsive purchases and the company's sales and profitability
- keywords
- Impulse Buying, Impulse Buying Tendency, Urge to Buy, Gender, Retail Customers
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