THE INFLUENCE OF CULTURE ON IMPULSIVE BUYING BEHAVIOR: A STUDY OF INDONESIAN AND MALAYSIAN CONSUMERS

• Main Author: Nadra Irham, Ummi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41156
• Institution: Institut Teknologi Bandung

The phenomenon of impulsive buying is growing in recent world and performed by the people in many countries. A lot of findings show a rise in the number of impulsive buying, which also indicate an increase in sales of products. As the impulse buyers can generate the sales performance of a business, it becomes imperative to comprehend the factors that drive customers to purchase impulsively. Literature review reveals that culture has been acknowledged in driving consumption behaviors. Therefore, this research aims to enhance the understanding of impulse buying behavior by looking further into the role of culture based on Hofstede’s cultural dimensions. This research was conducted in two different countries in Southeast Asia: Indonesia and Malaysia. The countries were chosen because of the increasing of the economy within years. This research used qualitative with six participants in each country and quantitative approach which distributed to 515 respondents in Indonesia and 400 respondents in Malaysia. This research utilized PLSSEM analysis to assess the relationship between impulsive buying behavior and the cultural aspects and Mann Whitney U Test to find out whether there is any significant difference of impulsive buying behavior in Indonesia and Malaysia. The result indicates individualism/collectivism, power distance, masculinity/femininity, and indulgence/restraint to have a significant influence on impulsive buying behavior in Indonesia, while in Malaysia, the individualism/collectivism, power distance, uncertainty avoidance, and indulgence/restraint found to give a significant impact towards impulsive buying and there is significance of differences in impulsive buying behavior between Indonesia and Malaysia.