Discount of Price and View of Store Affect Impulsive Buying on Modern Store in Indonesia

Abstract

The Covid-19 pandemic has been deeply felt by various parties, including the economy. One of the sectors affected is the retail business. Investigating the effect of discount of price and view of store on impulsive buying is the aim of this study. This research design is through a quantitative approach. Online-based questionnaires were distributed to 84 respondents and then processed using SPSS software. The results in this study concluded that all hypotheses are valid and show a significant relationship between discount of prices on impulsive buying and view of stores on impulsive buying behavior. It is hoped that further research can investigate the influence of internal consumer factors (mood, affection) on impulsive buying behavior.