e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 25 (S) Aug. 2017 / JSSH-S0624-2018


Impulsive Buying Behavior in Bandung: External and Internal Stimuli

Bethani Suryawardani, Widya Sastika and Fanni Husnul Hanifa

Pertanika Journal of Tropical Agricultural Science, Volume 25, Issue S, August 2017

Keywords: Customer satisfaction, external stimuli, impulsive buying, internal stimuli, Partial Least Squares

Published on: 28 Jun 2018

A research conducted by POPAI (Point of Purchase Advertising Institute) in 2012 proved that 76% of in-store purchases were unplanned. The percentage of unplanned buying has shown a 70% increase compared with 1995. The purpose of this study is to empirically examine the influence of internal and external stimuli on impulsive buying and their effect on customer satisfaction. This study uses Partial Least Squares (PLS) for data analysis techniques. The PLS aims to examine the predictive relationship between the constructs to see if there is a connection or influence between these constructs. The results of this study show Internal Stimuli (X1) and External Stimuli (X2) have simultaneous effect and directly affect Impulsive Buying (Y) at 65.1%. The rest is influenced by other factors which are not included in the research model. Meanwhile, Internal Stimuli (X1), External Stimuli (X2) and Impulsive Buying (Y) effect simultaneously and those directly affects Customer Satisfaction (Z) at 74.80%. The rest are influenced by other factors which cannot be explained in the study.

ISSN 1511-3701

e-ISSN 2231-8542

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