The Effect of Product Attractiveness, Word of Mouth and Product Quality in Elevating The Impulsive Buying Behavior of Garuda Peanut in Surabaya
Consumer behavior is essentially a decision-making processes by consumers cither individuals, groups, and organizations that includes the process of choosing, buying, obtaining, use of goods or services. The main question in consumer behavior research is how consumers make a purchase decision. This study indentifics factors that are statistically significant to impulsive buying to Kacang Garuda (Peanut) product of each gender in Surabaya. By using primary data with the population of people ages 1840, collected with purposive sampling, by spreading questionnaire. Selected object is Garuda Peanut because peanut products are low involvement products that trigger the occurrence of impulsive buying behavior, as well as Garuda Peanut is the market leader for peanut products in Indonesia. This research limits the factors into three, product attractiveness attributed by unique and interesting package, attractive package color, and package size availability, word of mouth attributed by convincing salesman, info from relatives and info from friends, and quality attributed by reliability, conformancc quality and durability. I he data shows that product attractiveness and quality are significant in increasing the degree of impulsive buying to both gender, but word of mouth applies only to female gender.
component impulsive buying purposive sampling product attractiveness word of mouth product quality gender
Ronald Surjapiitra Williem
Business School Department Pelita Harapan University Surabaya, Indonesia
国际会议
大连
英文
54-58
2011-07-10（万方平台首次上网日期，不代表论文的发表时间）