Increase awareness of impulsive behavior

Oct 13, 2025 by magicalceylontours.com 54 views

The Effect of Store Atmosphere on Impulse Buying during the Covid-19 Pandemic period (Study of Transmart Carrefour Medan Fair Consumers)

Introduction

The Covid-19 pandemic has significantly impacted the way people shop, with many consumers becoming more impulsive in their purchasing decisions. This phenomenon is particularly interesting to study, especially in the context of store atmosphere and its role in encouraging impulsive behavior. This study aims to investigate the effect of store atmosphere on impulse buying among consumers at Transmart Carrefour Medan Fair during the pandemic period.

Background

The Covid-19 pandemic has brought about unprecedented changes in consumer behavior, with many people adopting new habits and preferences. In the midst of restrictions and health protocols, consumers have become more inclined to make impulsive purchases, often driven by emotions rather than rational decision-making. This phenomenon is not unique to the pandemic period, as impulse buying has been a long-standing issue in the retail industry. However, the pandemic has exacerbated this issue, making it essential to understand the factors that contribute to impulsive behavior.

Methodology

This study employed an associative quantitative approach, involving 96 respondents who were consumers of Transmart Carrefour Medan Fair. The data analysis methods used included validity and reliability tests, classical assumptions tests, simple regression tests, hypothesis tests (T-test), and the coefficient of determination with the help of SPSS 22.0 software. The study aimed to investigate the relationship between store atmosphere and impulse buying, as well as the factors that contribute to impulsive behavior.

Results

The results of this study showed that store atmosphere had a positive and significant influence on impulse buying during the pandemic period. The value of T-count (4,842) was greater than T-table (1,661) with a significance value of 0,000 (smaller than 0.05). This indicates that the more comfortable the atmosphere of the store, the higher the possibility that consumers make impulsive purchases. However, the R-Square value of 0.200 shows that the strength of the relationship between store atmosphere and impulse buying is classified as weak. This suggests that store atmosphere is not the only factor that affects impulsive behavior, and other factors such as promotion, product arrangement, and economic conditions of consumers also play an important role.

Discussion

The findings of this study have several implications for Transmart Carrefour and consumers alike. Firstly, for Transmart Carrefour, it is essential to pay attention to and improve aspects that create a comfortable shop atmosphere, such as lighting, music, and interior design. By applying the concept of therapy, which offers a pleasant and soothing shopping experience, Transmart Carrefour can create an environment that encourages consumers to make impulsive purchases. Secondly, consumers need to increase awareness and awareness of their impulsive behavior. By understanding the factors that trigger impulse buying, consumers can control expenses and avoid waste.

Conclusion

This study provides an overview of the influence of store atmosphere on impulse buying in the pandemic period. It is essential for business people to understand the factors that affect consumer behavior, especially in contexts that are full of uncertainty as they are today. By understanding the role of store atmosphere in encouraging impulsive behavior, businesses can develop strategies to create a comfortable and inviting shopping environment that encourages consumers to make impulsive purchases.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve store atmosphere: Transmart Carrefour should pay attention to and improve aspects that create a comfortable shop atmosphere, such as lighting, music, and interior design.
Increase awareness of impulsive behavior: Consumers need to increase awareness and awareness of their impulsive behavior, and understand the factors that trigger impulse buying.
Develop strategies to control expenses: Consumers should develop strategies to control expenses and avoid waste, such as setting budgets and avoiding impulse purchases.
Conduct further research: Further research is needed to investigate the factors that contribute to impulsive behavior, and to develop strategies to create a comfortable and inviting shopping environment.

Limitations

This study has several limitations, including:

Sample size: The sample size of 96 respondents may not be representative of the larger population of consumers at Transmart Carrefour Medan Fair.
Data collection method: The data collection method used in this study may not be comprehensive, and may not capture all the factors that contribute to impulsive behavior.
Generalizability: The findings of this study may not be generalizable to other contexts, and may not be applicable to other types of businesses.

Future Research Directions

Future research should aim to investigate the factors that contribute to impulsive behavior, and to develop strategies to create a comfortable and inviting shopping environment. Some potential research directions include:

Investigating the role of social media in impulsive behavior: Social media has become an essential tool for businesses to reach consumers, and may play a significant role in encouraging impulsive behavior.
Developing strategies to control expenses: Consumers should develop strategies to control expenses and avoid waste, such as setting budgets and avoiding impulse purchases.
Investigating the impact of store atmosphere on consumer behavior: Store atmosphere may play a significant role in encouraging impulsive behavior, and further research is needed to investigate its impact on consumer behavior.

Conclusion

In conclusion, this study provides an overview of the influence of store atmosphere on impulse buying in the pandemic period. The findings of this study have several implications for Transmart Carrefour and consumers alike, and highlight the importance of understanding the factors that affect consumer behavior. By understanding the role of store atmosphere in encouraging impulsive behavior, businesses can develop strategies to create a comfortable and inviting shopping environment that encourages consumers to make impulsive purchases.
Q&A: The Effect of Store Atmosphere on Impulse Buying during the Covid-19 Pandemic period

Introduction

In our previous article, we discussed the effect of store atmosphere on impulse buying during the Covid-19 pandemic period. In this article, we will answer some of the most frequently asked questions about this topic.

Q: What is the relationship between store atmosphere and impulse buying?

A: The study found that store atmosphere has a positive and significant influence on impulse buying during the pandemic period. The more comfortable the atmosphere of the store, the higher the possibility that consumers make impulsive purchases.

Q: What are some of the factors that contribute to impulsive behavior?

A: The study found that store atmosphere is not the only factor that affects impulsive behavior. Other factors such as promotion, product arrangement, and economic conditions of consumers also play an important role.

Q: How can businesses create a comfortable and inviting shopping environment?

A: Businesses can create a comfortable and inviting shopping environment by paying attention to and improving aspects that create a comfortable shop atmosphere, such as lighting, music, and interior design. By applying the concept of therapy, which offers a pleasant and soothing shopping experience, businesses can create an environment that encourages consumers to make impulsive purchases.

Q: What are some of the strategies that consumers can use to control expenses and avoid waste?

A: Consumers can use several strategies to control expenses and avoid waste, such as setting budgets, avoiding impulse purchases, and being mindful of their spending habits.

Q: How can consumers increase awareness of their impulsive behavior?

A: Consumers can increase awareness of their impulsive behavior by keeping track of their spending habits, identifying triggers for impulsive behavior, and developing strategies to avoid or manage these triggers.

Q: What are some of the limitations of this study?

A: The study has several limitations, including a sample size of 96 respondents, which may not be representative of the larger population of consumers at Transmart Carrefour Medan Fair. Additionally, the data collection method used in this study may not be comprehensive, and may not capture all the factors that contribute to impulsive behavior.

Q: What are some of the future research directions in this area?

A: Future research should aim to investigate the factors that contribute to impulsive behavior, and to develop strategies to create a comfortable and inviting shopping environment. Some potential research directions include investigating the role of social media in impulsive behavior, developing strategies to control expenses, and investigating the impact of store atmosphere on consumer behavior.

Q: What are some of the implications of this study for businesses and consumers?

A: The study has several implications for businesses and consumers. For businesses, it highlights the importance of creating a comfortable and inviting shopping environment that encourages consumers to make impulsive purchases. For consumers, it emphasizes the need to be aware of their impulsive behavior and to develop strategies to control expenses and avoid waste.

Conclusion

In conclusion, this Q&A article provides an overview of the effect of store atmosphere on impulse buying during the Covid-19 pandemic period. The study found that store atmosphere has a positive and significant influence on impulse buying, and that other factors such as promotion, product arrangement, and economic conditions of consumers also play an important role. By understanding the factors that affect consumer behavior, businesses can develop strategies to create a comfortable and inviting shopping environment that encourages consumers to make impulsive purchases.