Proceedings of the 2nd Maritime Continent Fulcrum International Conference, MaCiFIC 2022, September 28-October 1, 2022, Tanjungpinang, Indonesia

Research Article

Tanjungpinang Hypermark’s Store Attempt, Quality Of Service, And Promotion Affect Impulse Buying

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  • @INPROCEEDINGS{10.4108/eai.28-9-2022.2328363,
        author={Iranita  Iranita and Akhirman  Akhirman},
        title={Tanjungpinang Hypermark’s Store Attempt, Quality Of Service, And Promotion Affect Impulse Buying},
        proceedings={Proceedings of the 2nd Maritime Continent Fulcrum International Conference, MaCiFIC 2022, September 28-October 1, 2022, Tanjungpinang, Indonesia},
        publisher={EAI},
        proceedings_a={MACIFIC},
        year={2023},
        month={4},
        keywords={store atmosphere service quality promotion impulse buying},
        doi={10.4108/eai.28-9-2022.2328363}
    }
    
  • Iranita Iranita
    Akhirman Akhirman
    Year: 2023
    Tanjungpinang Hypermark’s Store Attempt, Quality Of Service, And Promotion Affect Impulse Buying
    MACIFIC
    EAI
    DOI: 10.4108/eai.28-9-2022.2328363
Iranita Iranita1,*, Akhirman Akhirman1
  • 1: Raja Ali Haji Maritime University
*Contact email: iranita@umrah.ac.id

Abstract

Competition in the business market is increasingly challenging. Business people must be more productive, creative, and innovative, especially with the same type. Globalization with technological advances requires business people to be able to meet needs and provide value to customers. The tendency of consumers to indulge in technological advances has an impact on consumers' purchasing habits from offline to online shopping. However, the emotional impact experienced by customers when entering Hypermart Tanjungpinang, impulse buying can still occur. This study aims to determine whether marketing strategies can encourage impulsive purchases at Hypermart Tanjungpinang, including store atmosphere, service quality, and promotions. The questionnaire survey was used to collect data from respondents, as many as 80 consumers who visited Hypermark Tanjungpinang. All hypotheses are supported by analysis. The results showed that promotion has a more significant impact on impulsive purchases than the store's atmosphere or service quality.