Exploring the Effects of Sensory Store Experience and Promotional Pricing on Implusive Purchases: Evidence from Beverage Retail Consumers in Ambon City

Sabda Aji Kurniawan

doi:10.59890/ijmbi.v3i5.189

Authors

Sabda Aji Kurniawan University of Pattimura

DOI:

https://doi.org/10.59890/ijmbi.v3i5.189

Keywords:

Store Atmosphere, Price Discount, Impulsive Buying, Beverage Retail, Consumer Behavior

Abstract

Consumer behavior in the beverage retail sector increasingly demonstrates that impulsive purchase decisions are driven by in-store sensory experiences and price promotions. This study aims to examine the effects of Store Atmosphere and Price Discount on Impulsive Buying among Chatime consumers in Ambon City. Employing a quantitative approach with an online survey and data analysis via SEM-PLS 3.0, the study involved 87 respondents who had visited the Chatime outlet at Maluku City Mall. Results indicate that Store Atmosphere (β = 0.421; p < 0.001) and Price Discount (β = 0.378; p < 0.001) significantly influence Impulsive Buying, with in-store sensory and emotional experiences contributing more dominantly than price promotions. These findings highlight the importance of integrating store ambiance and discount strategies to stimulate spontaneous purchases while strengthening consumers’ emotional attachment to the brand.

References

Arianty, N., Gultom, D. K., Yusnandar, W., & Arif, M. (2024). Determinants of impulse buying behavior: The mediating role of positive emotions of minimarket retail consumers in Indonesia. Innovative Marketing, 20(1), 277–287. https://doi.org/10.21511/im.20(1).2024.23

Cahyani, L., & Marcelino, D. (2023). Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia. Asia Pacific Management and Business Application, 011(03), 347–362. https://doi.org/10.21776/ub.apmba.2023.011.03.7

Chandrasekhar, K., Das, S., Gupta, N., & Jena, S. K. (2024). Comparative Analysis of Impulse Buying Behaviour Across Retail Channels: A Study of Physical Stores, E-commerce Websites and Mobile Shopping Apps. Economic Affairs (New Delhi), 69(2), 1109–1120. https://doi.org/10.46852/0424-2513.3.2024.33

Faiza Naomi, S. M., Gatot Nazir Ahmad, Nofriska Krissanya, & Terrylina Aryinta Monoarfa. (2025). Fast Fashion Frenzy : Exploring The Impact of Store Atmosphere on Impulsive Buying. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 3(1), 2257–2276. https://doi.org/10.21009/isc-beam.013.167

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92–101.

Jee, T. W. (2021). The perception of discount sales promotions – A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63(August), 102745. https://doi.org/10.1016/j.jretconser.2021.102745

Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47(2), 263–292.

Kotler, P. (1974). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48

Kurniawan, S. A., & Togatorop, E. (2025). Ketika Konten Bicara: Eksplorasi Dampak Ewom Dan Customer Innovativeness Terhadap Adopsi Produk Baru. Business Management Journal, 21(2), 61. https://doi.org/10.30813/bmj.v21i2.8888

Liliyan, A. (2024). The Role of Elements in Visual Merchandising on Impulsive Buying in Retail Stores (Study on SW Market Stores in Bantul). Journal of Social Science and Business Studies, 2(4), 260–267. https://doi.org/10.61487/jssbs.v2i4.120

Lim, S. H., Lee, S., & Kim, D. J. (2017). Is Online Consumers’ Impulsive Buying Beneficial for E-Commerce Companies? An Empirical Investigation of Online Consumers’ Past Impulsive Buying Behaviors. Information Systems Management, 34(1), 85–100. https://doi.org/10.1080/10580530.2017.1254458

Lo, P. S., Dwivedi, Y. K., Wei-Han Tan, G., Ooi, K. B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147(April), 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013

Muzdalifah, L. (2023). Konsumen Online terhadap Pembelian Impulsif: Sifat Konsumen dan Faktor Situasional. Greenomika, 05(1), 13–28. https://journal.unusida.ac.id/index.php/gnk%7C

Nabila, N., Wardhani, R. A. N., & Epriliyana, N. N. (2024). Pengaruh Diskon Dan Cashback Terhadap Frekuensi Pembelian Pada Aplikasi Shopeefood Di Wilayah Kabupaten Jember. Jurnal Partisipatoris, 7(01), 1–13. https://doi.org/10.22219/jp.v7i01.37134

Patty, M. R., & Kurniawan, S. A. (2025). Apakah Money Attitude Membentuk Perilaku Keuangan? Peran Moderasi Celebrity Trustworthiness dalam Pengaruh Edukator Finansial. Jurnal Ilmiah Manajemen FORKAMMA, 8(2), 160–170.

Purwanto, E., & Yanti, S. E. (2024). From pleasure to purchase: Exploring urban consumers’ impulsive buying behavior. Journal of Management and Digital Business, 4(2), 187–203. https://doi.org/10.53088/jmdb.v4i2.917

Rahmania, L., & Sari, P. N. (2025). Enhancing Impulse Buying in the Retail Industry: The Mediating Role of Positive Emotions. Journal of Accounting and Finance Management, 6(1), 225–237. https://doi.org/10.38035/jafm.v6i1.1661

Redaksi Ameks. (2022). Ambon Jadi Kota Ketujuh di Timur Indonesia Kehadiran Chatime. https://ameks.fajar.co.id/2022/12/29/ambon-jadi-kota-ketujuh-di-timur-indonesia-kehadiran-chatime/

Rook, D. W. (1987). The Buying Impulse. The Journal of Consumer Research, 14(189–199), 75–84. https://doi.org/10.1145/2808138.2808141

Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452

Safitri, N., Hadi, P., & Dwi, B. (2020). Analisis Suasana Toko, Potongan Harga Dan Penataan Produk Terhadap Pembelian Impulsif. Jurnal Ilmiah Manajemen Kesatuan, 8(3), 261–270. https://doi.org/10.37641/jimkes.v8i3.362

Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003

Setiawan, I. K., & Ardani, I. G. A. K. S. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219–223.

Sheoran, N. (2024). Measuring the Impulse Buying Behaviour of Consumers: Special Reference to Food and Beverages. Space and Culture, India, 11(4), 102–113. https://doi.org/10.20896/saci.v11i4.1332

Stern, H. (1962). The Significance of Impulsive Buying. Journal of Marketing, 26(2), 59–62.

Suvarna, S. V, & Malagi, D. A. K. (2025). THE EFFECT OF LIMITED-TIME DISCOUNTS ON CONSUMER URGENCY AND PURCHASE BEHAVIOR. EPRA International Journal of Multidisciplinary Research (IJMR), 11(6).

Wisesa, I. G. B. S., & Ardani, I. G. A. K. S. (2022). The Effect of Sales Promotion and Store Atmosphere Mediated by Positive Emotion on Impulse Buying for Customers in Bookstores. European Journal of Business and Management Research, 7(3), 63–66. https://doi.org/10.24018/ejbmr.2022.7.3.1270

Zein, F. U., & Hadi, E. D. (2025). Do Shopping Lifestyle, Price Discount, and Positive Emotion Influence Impulse Buying? An Empirical Analysis of the Indonesian Fashion Industry. Journal of Enterprise and Development (JED), 7(1).