Published on International Journal of Economics & Business
ISSN: 2717-3151, Volume 1, Issue 2, page 20 – 31
Publication Date: 9 November 2018
Qori’atul Adawiyah, Imam Suroso & M. Dimyati
Faculty of Economics and Bussiness, University of Jember
This study aims to determine the direct influence of brand personality, promotion, and servicescape on impulse buying through the mediation of wardah shopping emotion products in Roxi Banyuwangi. The research was also conducted to find out indirect brand personality, promotion, and servicescape knowledge on impulse buying through wardah shopping emotion in Roxy’s Banyuwangi. This study was conducted in Roxi Banyuwangi at the wardah cosmetic outlet. The population in this study was 140 people. The analytical tool used in this study is Structural Equation Modeling (SEM) to determine the direct and indirect effects of independent variables with dependent variables. The results of this study are that brand personality has a significant effect on shopping emotion. Promotion has a significant effect on shopping emotion Servicescape has a significant effect on shopping. Brand personality has a significant effect on impulse buying. Promotion has a significant effect on impulse buying. Servicescape has a significant effect on impulse buying. Shopping emotion has a significant effect on impulse buying. Shoping emotion mediation in the influence of brand personality on impulse buying in Roxy Banyuwangi shows significant and positive effects. Shopping emotion mediation in the influence of promotion on impulse buying in Roxy Banyuwangi shows significant and positive results. The shopping emotion mediation in the servicescape influence on impulse buying in Roxy Banyuwangi showed significant results and had a positive effect.
Keywords: Brand Personality, Promotion, Servicescape, Impulse Buying, & Shopping Emotion.
Brand personality is a set of human characteristics that are related to the brand. Brand personality is important because it can add more value to the eyes of consumers for a brand and is also able to influence consumer purchasing decisions (Best, 2007). Promotion is one element that has an important role in marketing. Sales promotion is a form of direct persuasion through the use of various incentive tools to encourage the purchase of a particular product or service quickly and increase the amount of goods purchased by consumers (Tjiptono, 2008: 86). The various forms of sales promotion are the best known POP or point of purchase. POP includes all visual forms created by brand owners, starting from display installation, floor advertising to product placement with attractive shapes or sequences. Besides POP sales promotions can also be done in the form of contests. Usually, product brand owners set up their booths and hold several prize competitions. Another form is to give prizes that can be exchanged directly by making discounts or providing gifts and samples attached to the products sold. In addition, retailers have the ability to manipulate store environments in order to encourage impulse buying, one of which is to create a convenient and attractive shopping environment so that consumers can enjoy shopping activities (Tjiptono, 2008: 97). Emotion shoping also includes one that affects impulse buying. Emotions are generally triggered by environmental events (Solomon, 2007: 114). A person’s mood or emotions or a person’s psychological condition at the time of purchase can have a big impact on what he buys or how he values his purchases.
At present the development of the Indonesian cosmetics industry is relatively solid. Wardah’s cosmetic product sales increase occurred from 2011 to 2012. In 2011, Mustika Ratu’s products were the first place to achieve the biggest sales in the cosmetics category, but Wardah took second place. In 2012 until 2015, Wardah took the position and conversely Mustika Ratu was second after Wardah. Although it is at the top of 2012 until 2015, Wardah must remain vigilant against its competitors. It can be seen also from the table above, that Wardah’s sales increase ……..
2. Literature Review
Brand personality is a set of human characteristics that have relevance to the brand Best, et al (2007) stating that. Brands with personalities tend to be more impressive and better than brands with no personality, just as human brands can have various personalities such as being professional or being competent in Aaker (2008). Based on this understanding, it can be concluded that brand personality is a characteristic that exists in someone who has a relationship with a brand. Brand personality is important because it can add value to the eyes of consumers for a brand. Aaker has developed a brand personality dimension which is a framework for describing and measuring brand personality in five core dimensions.
Promotion is one part of a series of marketing activities for an item. Promotion is an activity in the field of marketing which is a communication carried out by the company to buyers or consumers that includes reporting, persuading, and influencing everything about goods and services produced for consumers, while the activity aims to increase sales volume by attracting consumers’ interest in making decisions buy at the company. To clarify about the notion of promotion, here are some definitions of promotion (Tjiptono, 2000: 219) …….
This study uses confirmatory research because it aims to explain and test or prove a theory or hypothesis to strengthen or reject existing research theories or hypotheses. The influence in question is the brand personality influence of sales promotion and servicescape on impulse buying with shopping emotion as an intervening variable. This study uses quuneruner and likert scale measurements to measure research variables.
The population of this research is all consumers of wardah products who are making unplanned purchases on wardah products in Roxy’s Banyuwangi. The sampling technique used in this study ……..