The Influence Of In- Store As A Mediation To Impulse Buying (Study On The Retails In Yogyakarta)

Abstrak

Impulse buying often takes place inside the store. Impulse buying describes
unplanned purchasing decisions.This research aims to: 1.analyse hedonic motive
that directly affects impulse buying, 2. analyse direct marketing that directly affects
impulse buying, 3. hedonic motive and direct marketing influence on impulse
buying mediated by in store. Subjects in this research are consumers of three
clothing stores in Yogyakarta. The sample uses as many as 75 respondents, data
analysis technique uses Structural Equational Model (SEM) with Smart PLS 3.0
Program. The results of this research prove: 1. hedonic motive has influenced on
impulse buying, 2.direct marketing has influenced on impulse buying, 3 hedonic
motive and direct marketing influence on impulse buying mediated by in store. The
findings of this study may contribute to consumer behaviour models, at retails and
Tripple duties of Higher Education.
Keywords: hedonic motive; direct marketing; in store; and impulse buying