Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)

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

Authors
Rizki Zulfikar1, *, Basil Badar Bunyamin2, Hana Maura Aulia3
1Department of Management, Universitas Komputer Indonesia, Bandung, Indonesia
2Department of Management, Universitas Komputer Indonesia, Bandung, Indonesia
3Department of Management, Universitas Komputer Indonesia, Bandung, Indonesia
*Corresponding author. Email: rizki.zulfikar@email.unikom.ac.id
Corresponding Author
Rizki Zulfikar
Available Online 29 July 2024.
DOI
10.2991/978-94-6463-465-5_19How to use a DOI?
Keywords
Impulse Buying; Store Atmosphere; Packaging Design; Shopping Lifestyle; Supermarkets
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
29 July 2024
ISBN
978-94-6463-465-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-465-5_19How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rizki Zulfikar
AU  - Basil Badar Bunyamin
AU  - Hana Maura Aulia
PY  - 2024
DA  - 2024/07/29
TI  - Chasing the Excitement of Impulse Buying through Store Atmosphere and Packaging Design
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
PB  - Atlantis Press
SP  - 232
EP  - 245
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-465-5_19
DO  - 10.2991/978-94-6463-465-5_19
ID  - Zulfikar2024
ER  -