THE INFLUENCE OF STORE ENVIRONMENT, PRODUCT ASSORTMENT, AND EMOTION IN BUILDING MATERIAL STORE GREATER JAKARTA TOWARD IMPULSE BUYING AND PURCHASE INTENTION

Abstract

The purpose of this study is to give more insight into Retail Business. The study explores factors influencing the Impulse Buying and Purchase Intention at Building Material Store in Greater Jakarta, which include Store Environment, Product Assortment, and Emotion. Quantitative method is used in this study and to collect the data, the researcher used a survey containing several questionnaires as the tool. The questionnaire was made by using Google Form and spread to Greater Jakarta aged between 20 – >58 and collected 310 respondents. Structural Equation Modelling is used to evaluate the measurement and structural model. The result showed that the Store Environment and Product assortment at Building Material Store Greater Jakarta influence Emotion from buyers. Meanwhile, Emotion has a good influence on Impulse Buying and Purchase Intention. This research gives a better knowledge and understanding of Building Material Store Greater Jakarta and how to increase purchasing leverage.