THE IMPACT OF SALES PROMOTIONS, DIRECT SELLING, AND PRODUCT BUNDLINGS ON IMPULSIVE BUYING BEHAVIOR IN INDONESIAN SUPERMARKETS

• Main Author: Putri Ramadhaniyah, Devita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/87531
• Institution: Institut Teknologi Bandung

The supermarket industry in Indonesia has grown significantly, driven by urbanization, a rising middle class, and changing consumer preferences. In this competitive environment, retailers employ various strategies, including sales promotions, direct selling, and product bundling, to influence impulsive buying behavior, a key driver of revenue and customer engagement. This study examines the combined effects of these strategies on impulsive buying, addressing a gap in previous research that often studied them in isolation. A quantitative approach was used, gathering data from 233 frequent supermarket shoppers through structured online and offline questionnaires. Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 analyzed the data, ensuring the reliability and validity of the measurement and structural models. The findings reveal that sales promotions and direct selling significantly encourage impulsive buying. Sales promotions provide immediate incentives, while direct selling fosters personalized interactions, both effectively driving unplanned purchases. However, product bundling did not have a statistically significant impact on impulsive buying. Its effectiveness may depend on factors like product type, perceived value, or cultural nuances, suggesting the need for more tailored implementation. This study contributes to understanding consumer behavior in Indonesia’s supermarket sector, highlighting the importance of sales promotions and direct selling. Retailers should focus on these proven strategies to stimulate impulsivity while refining product bundling to better align with consumer preferences and local contexts. In conclusion, this research offers actionable insights for optimizing marketing strategies in Indonesia’s retail landscape. It underscores the importance of understanding the interplay of marketing tools to drive impulsive purchases and calls for further exploration of additional variables and contexts to enhance the applicability of these findings across diverse retail settings.