THE IMPACT OF THE IMPULSE BUYING DIMENSION AND CHERRY PICKING: AN EMPIRICAL STUDY (Consumers Case Study in a mall in Central Jakarta)

https://doi.org/10.22146/jieb.10321

Endang Ruswanti(1*)

(1) Universitas Esa Unggul Jakarta
(*) Corresponding Author

Abstract


The purpose of this research is to further test the contradictory research result. Mathai & Haridas’ findings (2014) stated that a discounted price did not influence impulse buying. Meanwhile Ruswanti, (2013) found that a discounted price tended to influence the consumers’ spontaneous shopping. Data discovered by Nielsen (2007) stated that apparently 85% of Indonesian consumers tend to buy things on an impulse. This research was in the form of a survey, the sample being 197 people, of whom 96 respondents were female, and males the other 101. The respondents ages were between 17-50 years old, those with an income of 3 million rupiahs numbered 83 persons, 64 people had an income above 5 millions rupiahs, and 50 respondents had an income above 10 million rupiahs. The technical design was a purposive sampling;70% of the consumers liked the discounted products, and bought something on the spur of the moment at least once. The regression analysis was with SPSS 19; the results show that the external, internal, situational environment, products’ variety, and sociocultural effects significantly influenced the cherry picking. The respondents with an income of above 3-5 million preferred spontaneous shopping. This research gives a contribution to the development of the consumers’ behavioral theory through impulse buying and cherry picking.

Keyword: Impulsive Buying Dimension, Cherry Pick, Consumer’s Behavioral, Central Jakarta


Full Text:

PDF



DOI: https://doi.org/10.22146/jieb.10321

Article Metrics

Abstract views : 7647 | views : 7466

Refbacks

  • There are currently no refbacks.




Copyright (c) 2016 Journal of Indonesian Economy and Business



Journal of Indonesian Economy and Business

Journal

Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism

Authors

Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees

Download

Author Pack
Submission Form & Manuscript Template

 

Reviewer

Reviewer Guidelines
Reviewer Acknowledgement

 

Reader

General Search
Achieves
Author index
Title index

 

 

The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

© 2019 Journal of Indonesian Economy and Business 
 Visitor Statistics