Dinamika Pembelian Impulsif Pada Toko Ritel Kesehatan Dan Kecantikan. Apakah Dipengaruhi Oleh Kualitas Layanan, Promosi Penjualan Atau Atmosfer Toko?
Abstract
This study aims to determine and analyze Impulse buying of health, beauty and personal care products for consumers of health and beauty retail stores. This research uses an associative quantitative approach. Data collection in this study was carried out by distributing questionnaires online and offline to consumers who have made impulse purchases of health, beauty and personal care products at beauty retail stores. The questionnaire was processed using Microsoft MS analysis tools. Excel and SPSS. A total of 105 respondents were involved in this study. The results of this study found that service quality has a positive and significant effect on impulse buying, sales promotion has a positive and significant effect on impulse buying and store atmosphere has a positive and significant effect on impulse buying.
References
Akram, U., Hui, P., Khan, M. K., Hashim, M., & Rasheed, S. (2016). Impact of Store Atmosphere on Impulse Buying Behaviour: Moderating Effect of Demographic Variables. International Journal of U- and e- Service, Science and Technology, 9(7), 43–60. https://doi.org/10.14257/ijunesst.2016.9.7.05
Akram, U., Khan, M. K., Hui, P., Tanveer, Y., & Akram, Z. (2018). Development of E-commerce: Factors influencing online impulse shopping in China. Journal of Electronic Commerce in Organizations, 16(2), 29–47. https://doi.org/10.4018/JECO.2018040102
Al Mutanafisa, T., & Retnaningsih. (2021). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), 77–91. https://doi.org/10.29244/jcs.6.1.77-91
Amanah, D., & Pelawi, S. P. (2015). Pengaruh Promosi Penjualan (Sales Promotion) dan Belanja Hedonis (Hedonic Shopping) Terhadap Impulsive Buying Produk Matahari Plaza Medan Fair. Jurnal Quanomic, 3(02), 10–18. https://doi.org/10.29103/njiab.v5i1.7375
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61(March), 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Blattberg, R. C., & Neslin, S. A. (1993). Sales Promotion Models. Handbooks in Operations Research and Management Science, 5(C), 553–609. https://doi.org/10.1016/S0927-0507(05)80035-0
Chaharsoughi, S. A., & Yasory, T. H. (2012). Effect of sales promotion as a tool on customer attention to purchase: A case study of auto maker company. African Journal of Business Management, 6(5), 2007–2014. https://doi.org/10.5897/AJBM11.2404
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3–16. https://doi.org/10.1007/bf02893933
Diany, A. A., Sucidha, I., & Kosasih, N. (2025). The Effect of Service Quality And Servicescape on Impulsive Buying Behavior with Shopping Emotion as Intervening Variable for Consumers Store of Fashion Uniqlo Duta Mall Banjarmasin , South Kalimantan. 05, 150–159.
Fachruroji, T. M., & Padmalia, M. (2023). Pengaruh Price Perception, Sales Promotion Dan Product Quality Terhadap Impulse Buying Skincare Product Konsumen Pengguna E - Commerce Shopee Generasi Z Dengan Shopping Lifestyle Sebagai Mediasi. Performa, 8(6), 632–655. https://doi.org/10.37715/jp.v8i6.3771
Fadilata, V., & Astuti, R. T. (2022). Pengaruh Price Discount, Sales Promotion, Dan Service Quality Terhadap Impulse Buying Behavior Saat Pandemi Covid-19 Pada Konsumen Indomaret Kelurahan Tembalang Kota Semarang. Diponegoro Journal of Management, 11(1), 1–9. http://ejournal-s1.undip.ac.id/index.php/dbr
Febrianty, P. A. T., & Yasa, N. N. K. (2020). THE EFFECT OF THE STORE’S ATMOSPHERE, EMOTIONAL SHOPPING, AND SHOPPING LIFESTYLE ON IMPULSE BUYING (Study on Miniso retail customers in Denpasar City). American Journal of Humanities and Social Sciences Research, 11, 38–48. www.ajhssr.com
Firdausy, C. M., & Fernanda, M. (2021). The effects of sales promotion, attractiveness of internet advertising, and website quality on impulse buying of consumers of Tokopedia in Indonesia. International Journal of Management and Enterprise Development, 20(1), 34–48. https://doi.org/10.1504/IJMED.2021.113641
Gooneratne, D.WA.1 and Wimalasiri, R. K. H. S. (2021). Impact of In-Store Atmosphere and Personal Factors on Consumer Impulse Buying Behavior in Supermarket. 12th International Conference on Business & Information ICBI University of Kelaniya, 1388–1406.
Gunawan, T. G., & Harjanti, D. (2023). Pengaruh Service Quality dan Store environment Terhadap Impulse Buying Melalui Positive Emotion Pada Sociolla. Majalah Ekonomi, 28(01), 52–67. https://doi.org/10.36456/majeko.vol28.no01.a7429
Harjadi, D., Arraniri, I., & Fatmasari, D. (2021). the Role of Atmosphere Store and Hedonic Shopping. Jurnal Riset Bisnis Dan Manajemen, 14(2), 46.
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–419. https://doi.org/10.1108/07363760010341045
Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, Service Encounters and Consumer Decision Making: An Integrattve Perspective. Journal of Marketing Theory and Practice, 10(3), 33–47. https://doi.org/10.1080/10696679.2002.11501918
Hoo, W. C., Kumar, S., Ramli, S., & Madhavedi, S. (2025). Factors influencing customer behavior in impulse buying of cosmetics on live shopping platforms in Malaysia. Humanities and Social Sciences Letters, 13(1), 270–284. https://doi.org/10.18488/73.v13i1.4094
Kempa, S., Vebrian, K., & Bendjeroua, H. (2020). Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites. SHS Web of Conferences, 76, 01052. https://doi.org/10.1051/shsconf/20207601052
Kotler, P. dan Keller, K. L. (2016). Marketing Management. In Soldering & Surface Mount Technology (15 Global). Pearson Education Limited.
Kotler, P., & Armstrong, G. (2017). Principles of Marketing, Seventeenth Edition. In Pearson.
Kumar, A., Chaudhuri, S., Bhardwaj, A., & Mishra, P. (2020). Impulse Buying and Post-Purchase Regret: a Study of Shopping Behaviour for the Purchase of Grocery Products. International Journal of Management, 11(12), 614–624. https://doi.org/10.34218/ijm.11.12.2020.057
Mackay, A. (2004). The Practise of Advertising.
Mandolfo, M., Bettiga, D., Lamberti, L., & Noci, G. (2022). Influence of Sales Promotion on Impulse Buying: A Dual Process Approach. Journal of Promotion Management, 28(8), 1212–1234. https://doi.org/10.1080/10496491.2022.2060415
Mihić, M., & Kursan, I. (2010). Assessing the Situational Factors and Impulsive Buying Behavior : Market Segmentation Approach. Management : Journal of Contemporary Management, 15(2), 47–66.
Misbach, I. (2022). Impulse buying pada pengunjung pusat pembelanjaan dan faktor yang mempengaruhi. MBR (Management and Business Review), 6(1), 1–10. https://doi.org/10.21067/mbr.v6i1.6519
Nina Koski. (2004). Impulse Buying on the Internet: Encouraging and Discouraging Factors. Frontiers of E-Business Research, 4, 23–35.
Nooshabadi, F. (2012). Factor Influencing Impulse Buying of Cosmetic Staffs : Evidence from North Cyprus Economy (Unpublished Master Thesis). In Eastern Mediterranean University. Gazimağusa, North Cyprus.
Nurudin. (2020). Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167–177. https://doi.org/10.21580/jdmhi.2020.2.2.6283
Palilingan, V. N., Hussein, A. S., & Prabandari, S. P. (2022). The Effect of Thematic Store Atmosphere on Impulse Buying Behavior Mediated by Affection and Impulse Buying Tendency. European Journal of Management Issues, 30(1), 58–65. https://doi.org/10.15421/192206
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of Service Quality. J Retailing, 6(September 2014), 12–37.
Pornpitakpan, C., & Han, J. H. (2013). The effect of culture and salespersons’ retail service quality on impulse buying. Australasian Marketing Journal, 21(2), 85–93. https://doi.org/10.1016/j.ausmj.2013.02.005
Pornpitakpan, C., Yuan, Y., & Han, J. H. (2017). The effect of salespersons’ retail service quality and consumers’ mood on impulse buying. Australasian Marketing Journal, 25(1), 2–11. https://doi.org/10.1016/j.ausmj.2016.12.003
Prakash, A., & Sharma, A. (2016). Dimensions of point of purchase factors in impulsive buying of women’s skincare cosmetics in India. Journal of the Academy of Business and Retail Management, 10(2), 30–43.
Riska Anastasia Ningrum, & Afrima Widanti. (2023). Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying Moderated By Openness To Experience on Shopee. International Journal of Management and Digital Business, 2(1), 14–29. https://doi.org/10.54099/ijmdb.v2i1.554
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Revisiting the relationship between ad frequency and purchase intentions how affect and cognition mediate outcomes at different levels of advertising frequency. Front. Psycho, 12(June). https://doi.org/10.2501/JAR-2018-031
Santini, F. de O., Vieira, V. A., Sampaio, C. H., & Perin, M. G. (2016). Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior. Journal of Promotion Management, 22(3), 425–442. https://doi.org/10.1080/10496491.2016.1154921
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403–422. https://doi.org/10.1108/10610420110410531
van Heerde, H. J., & Neslin, S. A. (2017). Sales Promotion Models BT - Handbook of Marketing Decision Models (Issue 2012). https://doi.org/10.1007/978-3-319-56941-3
Vohs, K. D., & Faber, R. J. (2007). Spent Resources: Self-Regulatory Resource Availability Affects Impulse Buying. Journal of Consumer Research, 33(4), 537–547. https://doi.org/10.1086/510228
Wahyuddin, M. (2022). The Influence of Brand Image Service Quality and Store Atmosphere on Impulse Buying Behavior at Indomaret. SITEKIN: Jurnal Sains, Teknologi Dan Industri, 20(1), 294–299. http://ejournal.uin-suska.ac.id/index.php/sitekin/article/view/21889
Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43–57. https://doi.org/10.1016/0148-2963(82)90016-9
Wijaya, E., & Setyawan, O. (2020). Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? Binus Business Review, 11(3), 209–215. https://doi.org/10.21512/bbr.v11i3.6464
Yunus, I. (2021). Point of View Research Management Impulse buying is affected by store atmosphere and promotion. Point of View Research Management, 2(3), 179–186. https://journal.accountingpointofview.id/index.php/povrema
Akram, U., Khan, M. K., Hui, P., Tanveer, Y., & Akram, Z. (2018). Development of E-commerce: Factors influencing online impulse shopping in China. Journal of Electronic Commerce in Organizations, 16(2), 29–47. https://doi.org/10.4018/JECO.2018040102
Al Mutanafisa, T., & Retnaningsih. (2021). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), 77–91. https://doi.org/10.29244/jcs.6.1.77-91
Amanah, D., & Pelawi, S. P. (2015). Pengaruh Promosi Penjualan (Sales Promotion) dan Belanja Hedonis (Hedonic Shopping) Terhadap Impulsive Buying Produk Matahari Plaza Medan Fair. Jurnal Quanomic, 3(02), 10–18. https://doi.org/10.29103/njiab.v5i1.7375
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61(March), 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Blattberg, R. C., & Neslin, S. A. (1993). Sales Promotion Models. Handbooks in Operations Research and Management Science, 5(C), 553–609. https://doi.org/10.1016/S0927-0507(05)80035-0
Chaharsoughi, S. A., & Yasory, T. H. (2012). Effect of sales promotion as a tool on customer attention to purchase: A case study of auto maker company. African Journal of Business Management, 6(5), 2007–2014. https://doi.org/10.5897/AJBM11.2404
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3–16. https://doi.org/10.1007/bf02893933
Diany, A. A., Sucidha, I., & Kosasih, N. (2025). The Effect of Service Quality And Servicescape on Impulsive Buying Behavior with Shopping Emotion as Intervening Variable for Consumers Store of Fashion Uniqlo Duta Mall Banjarmasin , South Kalimantan. 05, 150–159.
Fachruroji, T. M., & Padmalia, M. (2023). Pengaruh Price Perception, Sales Promotion Dan Product Quality Terhadap Impulse Buying Skincare Product Konsumen Pengguna E - Commerce Shopee Generasi Z Dengan Shopping Lifestyle Sebagai Mediasi. Performa, 8(6), 632–655. https://doi.org/10.37715/jp.v8i6.3771
Fadilata, V., & Astuti, R. T. (2022). Pengaruh Price Discount, Sales Promotion, Dan Service Quality Terhadap Impulse Buying Behavior Saat Pandemi Covid-19 Pada Konsumen Indomaret Kelurahan Tembalang Kota Semarang. Diponegoro Journal of Management, 11(1), 1–9. http://ejournal-s1.undip.ac.id/index.php/dbr
Febrianty, P. A. T., & Yasa, N. N. K. (2020). THE EFFECT OF THE STORE’S ATMOSPHERE, EMOTIONAL SHOPPING, AND SHOPPING LIFESTYLE ON IMPULSE BUYING (Study on Miniso retail customers in Denpasar City). American Journal of Humanities and Social Sciences Research, 11, 38–48. www.ajhssr.com
Firdausy, C. M., & Fernanda, M. (2021). The effects of sales promotion, attractiveness of internet advertising, and website quality on impulse buying of consumers of Tokopedia in Indonesia. International Journal of Management and Enterprise Development, 20(1), 34–48. https://doi.org/10.1504/IJMED.2021.113641
Gooneratne, D.WA.1 and Wimalasiri, R. K. H. S. (2021). Impact of In-Store Atmosphere and Personal Factors on Consumer Impulse Buying Behavior in Supermarket. 12th International Conference on Business & Information ICBI University of Kelaniya, 1388–1406.
Gunawan, T. G., & Harjanti, D. (2023). Pengaruh Service Quality dan Store environment Terhadap Impulse Buying Melalui Positive Emotion Pada Sociolla. Majalah Ekonomi, 28(01), 52–67. https://doi.org/10.36456/majeko.vol28.no01.a7429
Harjadi, D., Arraniri, I., & Fatmasari, D. (2021). the Role of Atmosphere Store and Hedonic Shopping. Jurnal Riset Bisnis Dan Manajemen, 14(2), 46.
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–419. https://doi.org/10.1108/07363760010341045
Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, Service Encounters and Consumer Decision Making: An Integrattve Perspective. Journal of Marketing Theory and Practice, 10(3), 33–47. https://doi.org/10.1080/10696679.2002.11501918
Hoo, W. C., Kumar, S., Ramli, S., & Madhavedi, S. (2025). Factors influencing customer behavior in impulse buying of cosmetics on live shopping platforms in Malaysia. Humanities and Social Sciences Letters, 13(1), 270–284. https://doi.org/10.18488/73.v13i1.4094
Kempa, S., Vebrian, K., & Bendjeroua, H. (2020). Sales Promotion, Hedonic Shopping Value, and Impulse Buying on Online Consumer Websites. SHS Web of Conferences, 76, 01052. https://doi.org/10.1051/shsconf/20207601052
Kotler, P. dan Keller, K. L. (2016). Marketing Management. In Soldering & Surface Mount Technology (15 Global). Pearson Education Limited.
Kotler, P., & Armstrong, G. (2017). Principles of Marketing, Seventeenth Edition. In Pearson.
Kumar, A., Chaudhuri, S., Bhardwaj, A., & Mishra, P. (2020). Impulse Buying and Post-Purchase Regret: a Study of Shopping Behaviour for the Purchase of Grocery Products. International Journal of Management, 11(12), 614–624. https://doi.org/10.34218/ijm.11.12.2020.057
Mackay, A. (2004). The Practise of Advertising.
Mandolfo, M., Bettiga, D., Lamberti, L., & Noci, G. (2022). Influence of Sales Promotion on Impulse Buying: A Dual Process Approach. Journal of Promotion Management, 28(8), 1212–1234. https://doi.org/10.1080/10496491.2022.2060415
Mihić, M., & Kursan, I. (2010). Assessing the Situational Factors and Impulsive Buying Behavior : Market Segmentation Approach. Management : Journal of Contemporary Management, 15(2), 47–66.
Misbach, I. (2022). Impulse buying pada pengunjung pusat pembelanjaan dan faktor yang mempengaruhi. MBR (Management and Business Review), 6(1), 1–10. https://doi.org/10.21067/mbr.v6i1.6519
Nina Koski. (2004). Impulse Buying on the Internet: Encouraging and Discouraging Factors. Frontiers of E-Business Research, 4, 23–35.
Nooshabadi, F. (2012). Factor Influencing Impulse Buying of Cosmetic Staffs : Evidence from North Cyprus Economy (Unpublished Master Thesis). In Eastern Mediterranean University. Gazimağusa, North Cyprus.
Nurudin. (2020). Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167–177. https://doi.org/10.21580/jdmhi.2020.2.2.6283
Palilingan, V. N., Hussein, A. S., & Prabandari, S. P. (2022). The Effect of Thematic Store Atmosphere on Impulse Buying Behavior Mediated by Affection and Impulse Buying Tendency. European Journal of Management Issues, 30(1), 58–65. https://doi.org/10.15421/192206
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of Service Quality. J Retailing, 6(September 2014), 12–37.
Pornpitakpan, C., & Han, J. H. (2013). The effect of culture and salespersons’ retail service quality on impulse buying. Australasian Marketing Journal, 21(2), 85–93. https://doi.org/10.1016/j.ausmj.2013.02.005
Pornpitakpan, C., Yuan, Y., & Han, J. H. (2017). The effect of salespersons’ retail service quality and consumers’ mood on impulse buying. Australasian Marketing Journal, 25(1), 2–11. https://doi.org/10.1016/j.ausmj.2016.12.003
Prakash, A., & Sharma, A. (2016). Dimensions of point of purchase factors in impulsive buying of women’s skincare cosmetics in India. Journal of the Academy of Business and Retail Management, 10(2), 30–43.
Riska Anastasia Ningrum, & Afrima Widanti. (2023). Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying Moderated By Openness To Experience on Shopee. International Journal of Management and Digital Business, 2(1), 14–29. https://doi.org/10.54099/ijmdb.v2i1.554
Rodrigues, R. I., Lopes, P., & Varela, M. (2021). Revisiting the relationship between ad frequency and purchase intentions how affect and cognition mediate outcomes at different levels of advertising frequency. Front. Psycho, 12(June). https://doi.org/10.2501/JAR-2018-031
Santini, F. de O., Vieira, V. A., Sampaio, C. H., & Perin, M. G. (2016). Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior. Journal of Promotion Management, 22(3), 425–442. https://doi.org/10.1080/10496491.2016.1154921
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403–422. https://doi.org/10.1108/10610420110410531
van Heerde, H. J., & Neslin, S. A. (2017). Sales Promotion Models BT - Handbook of Marketing Decision Models (Issue 2012). https://doi.org/10.1007/978-3-319-56941-3
Vohs, K. D., & Faber, R. J. (2007). Spent Resources: Self-Regulatory Resource Availability Affects Impulse Buying. Journal of Consumer Research, 33(4), 537–547. https://doi.org/10.1086/510228
Wahyuddin, M. (2022). The Influence of Brand Image Service Quality and Store Atmosphere on Impulse Buying Behavior at Indomaret. SITEKIN: Jurnal Sains, Teknologi Dan Industri, 20(1), 294–299. http://ejournal.uin-suska.ac.id/index.php/sitekin/article/view/21889
Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43–57. https://doi.org/10.1016/0148-2963(82)90016-9
Wijaya, E., & Setyawan, O. (2020). Consumer’s Impulse Buying Behavior: Do Visual Merchandising, Store Atmosphere, Availability of Money, and Promotional Activity Affect it? Binus Business Review, 11(3), 209–215. https://doi.org/10.21512/bbr.v11i3.6464
Yunus, I. (2021). Point of View Research Management Impulse buying is affected by store atmosphere and promotion. Point of View Research Management, 2(3), 179–186. https://journal.accountingpointofview.id/index.php/povrema
Published
2025-07-29
How to Cite
Ayuningsih, R., & Hukama, L. D. (2025). Dinamika Pembelian Impulsif Pada Toko Ritel Kesehatan Dan Kecantikan. Apakah Dipengaruhi Oleh Kualitas Layanan, Promosi Penjualan Atau Atmosfer Toko?. Jurnal Manajemen Dan Penelitian Akuntansi (JUMPA), 18(2), 235-242. https://doi.org/https://doi.org/10.58431/jumpa.v18i2.324
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Articles
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