The Influence of Brand Image and Price Discounts on Buying Impulse with Buying Interest as An Intervening Variable
Study of Miniso Consumers in Malang City
DOI:
https://doi.org/10.55208/7wvn9a96Keywords:
Brand Image, Price Discounts, Buying Interest, Buying ImpulseAbstract
Retail enterprises continue to thrive and evolve, exemplified by specialty shops, convenience stores, and similar establishments. Retail enterprises serve as the final link in the distribution chain, specifically to customers. In particular, brands with a substantial brand image offer discounts to stimulate impulsive customer purchasing.
In this instance, consumer impulsive purchases are affected by various factors, including brand perception and discounts. This study aims to assess the direct impact of brand image and discount variables on impulsive purchases and the indirect influence of brand image and discounts on impulsive purchases through the mediation of purchase interest.
This research employs a quantitative methodology via a survey approach involving 140 Miniso consumers in Malang City. The study employed online sampling with a questionnaire sent via Google Forms, allowing users to scan a barcode link generated by the researcher, with data analyzed using Smart-PLS 4.0 statistical software.
The study's findings demonstrate that brand image significantly influences purchase intention, while discounts also significantly affect purchase intention. However, the brand image only significantly impacts impulse buying. In contrast, discounts significantly influence impulse buying, and purchase intention significantly affects impulse buying. Furthermore, brand image, mediated by purchase intention, significantly impacts impulse buying, as do discounts through purchase intention, specifically among Miniso consumers in Malang City.
References
Anggarwati, D., Hermawan, A., & Rahayu, W. P. (2023). The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers. LITERACY: International Scientific Journals of Social, Education, Humanities, 2(1), 34-49.
Arianty, N., Gultom, D. K., Yusnandar, W., & Arif, M. (2024). Determinants of impulse buying behavior: The mediating role of positive emotions of minimarket retail consumers in Indonesia. Innovative Marketing, 20(1), 277.
Aulia Kusumawardhani, S., & Mulyowahyudi, A. (2023). The influence of promotion, price and brand image on impulse buying with hedonic shopping motivation as intervening variable. International Journal of Management Science and Application, 2(1), 43-50.
Fadilah, P., Barkah, B., Listiana, E., Hasanudin, H., & Fauzan, R. (2023). THE IMPACT OF FOOD QUALITY AND PRICE DISCOUNT TOWARD BRAND IMAGE AND PURCHASE DECISION. Jurnal Ekonomi, 12(04), 1951-1962.
Hafizah, N., & Simangunsong, S. R. (2024). The Effect Of Discount Prices And Brand Image On Purchasing Decisions At Sports Station Banda Aceh. Jurnal Ekonomi, 13(02), 1493-1501.
Mirandi, O. A. S., & Rimiyati, H. (2023). Pengaruh Diskon, Kualitas Produk, Dan Citra Merek Terhadap Minat Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Matahari Department Store Yogyakarta. Journal of Business and Halal Industry, 1(2), 1-10.
Ningsih, M. S., & Zed, E. Z. (2023). THE INFLUENCE OF BRAND IMAGE, PRICE AND PROMOTION ON CUSTOMER PURCHASE INTEREST IN GOOD DAY CAPPUCCINO SACHET COFFEE AT THE CANTEEN OF MM SMAN 1 SUKATANI KAB. BEKASI. Jurnal Ekonomi, 12(3), 135-147.
Parwitasari, N. A., Sonjaya, Y., Tedi, E., Ambarsari, M., & Ruyani, N. A. (2023). Influence Store Atmosphere and Word of Mouth on The Purchase Decision with Interest to Buy as Intervening Variable. Kontigensi: Jurnal Ilmiah Manajemen, 11(1), 344-352.
Putra, E., Rufianto, A., Junanto, T., & Suminar, A. (2023). Visual Effect Of Merchandising Store Atmosphere, Price Discount On Impulse Buying Behavior Of Ramayana Malang Customers. OIKONOMIA: Journal of Economics and Management Science, 1(1), 29-36.
Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse buying and hedonic behaviour: A mediation effect of positive emotions. Virtual Economics, 5(1), 43-64.
Rifqi, M., Rosanty, Y., & Surya, E. D. (2023). the Effect of Social Media Marketing on Purchase Decisions Through Consumer Buying Interest As an Intervening Variable Case Study of Coffee Shop Kopikuni Medan. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 3(5), 1568-1578.
Ritonga, I. N. F., & Tirtayasa, S. (2023). Navigating the E-Commerce Temptation: an In-Depth Analysis of Impulse Buying in Shopee with Inflation as a Moderator. Jurnal Bisnis dan Manajemen, 10(2), 261-272.
Salam, A. B. D. U. L., & Jayadi, F. P. (2023). The effect of store atmosphere, price discount, and product quality on impulse buying through emotional response as mediation. IRE Journals, 6(11), 810-825.
Salsabila, A. Z., & Sholahuddin, M. (2024). The Influence of Hedonic Motivation and Brand Love on Impulsive Buying of Muslim Fashion Products with Positive Emotion as an Intervening Variable. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(2), 2750-2767.
Salsabila, S., & Andriana, A. N. (2024). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi Pada Konsumen Ritel Guardian Samarinda Central Plaza. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 2882-2895.
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The impact of electronic word of mouth and brand image on online purchase decisions moderated by price discount. European Journal of Business and Management Research, 7(2), 139-148.
Tirtayasa, S. (2022). The Effect Of Product Quality And Price On Consumer Satisfaction With Purchase Decisions As An Intervening Variable (Case Study Of Nazwa Assorted Cakes). Jurnal Mantik, 6(1), 657-664.
Titing, F. V. C., Worang, F. G., & Pandowo, M. H. (2022). Influence of Shopping Lifestyle, Discount and Fashion Involvement on Impulsive Buying of Shopee Online Shopping. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(4), 172-182.
Trisnadi, M. Y. G., Komaludin, A., & Suroso, E. (2024). Pengaruh Kualitas Pelayanan, Athmosphere Store, Bundling Product dan Point Of Purchase terhadap Impulsive Buying Melalui Corporate Image Sebagai Variabel Intervening. CEMERLANG: Jurnal Manajemen dan Ekonomi Bisnis, 4(4), 01-21.
Uripto, C., & Lestari, R. (2023). The Influence of Promotion, Brand Image and Product Quality on Purchasing Decisions Through Consumer Trust in Bata Brand Shoe Outlets Mall Cibubur Junction East Jakarta. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 8(2), 1310-1324.
Wijayanto, G., Jushermi, J., Wahyuni, S., Alvionita, A., Junaidi, R., & Pramadewi, A. (2023). Purchase Intention Model Determined by Tik-Tok Social Media Marketing and Product Knowledge through Price Discount as Intervening Variables. Interdiciplinary Journal and Hummanity (INJURITY), 2(4), 299-306.
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2024 Fitrah Muhammad Firdaus, Fani Firmansyah (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
