THE IMPACT OF RETAIL MARKETING MIX TOWARDS CUSTOMERS’ IMPULSE BUYING BEHAVIOR (AN EMPIRICAL STUDY ON LOCAL FASHION RETAILER IN JAKARTA)

Abstract

All of the women have one thing in common. They are well-dressed, well-heeled and beautifully bagged. Fashion world in Indonesia could be said is growing very rapidly in recent decades. This is supported from all sides, from the various local and international designers who have a lot of potential, the retail sector which growing very rapidly, and supported by the Indonesian economy that is getting better. Indonesia is a country with a middle class income that is eager to keep up to date with new trends which make society as consummate shoppers. Today, Indonesia's economy is also driven by the spending done by consumers, which make Indonesia as a country who begin to lead the economic in comparison with developing country. In this research, impulse buying acted as dependent variable. Marketing mix (7Ps) that converted into merchandise, pricing strategy, promotional, people, store atmosphere, store layout, and shopping experience acted as independent variables. The samples of this study were 400 women throughout Jakarta, Indonesia. This research used multiple regressions to find out the influence of each independent variable toward dependent variables. The result of this research showed that merchandise, pricing strategy, promotional, people, store atmosphere, store layout, and shopping experience have influence to impulse buying.