Factor affecting Consumer in Impulse Buying (On Hypermarket in Makassar City)

Thomas Timotius Abraham, Carla Poli

Abstract: This study aims to determine the factors cause consumers to make impulse buying. This study uses three sales promotion, personal selling, and hedonic shopping value as independent variable and impulse buying as the dependent variable. Data were collected by distributing questionnaires to 100 respondents by using purposive sampling. Then the data were analyzed by using validity test, reliability, multiple regression analysis, and hypothesis testing using F and t-test. This study found that sales promotion, personal selling, and hedonic shopping value significantly influence the impulse buying variable. Sales promotion, personal selling, and hedonic shopping value variable have significant effect to impulse buying.

Keywords: sales promotion, personal selling, hedonic shopping value, impulse buying