The Influence Of Store Images, Store Atmospherics, And Stores Theatrics On Unplanned Purchases At Carrefour Padang Bulan To Students Of The Management Study Program Of The Faculty Of Economics And Business, University Of North Sumatra
The Influence of Store Images, Store Atmospherics, and Store Theatrics on Unplanned Purchases at Carrefour Padang Bulan to Students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra
Introduction
In the retail world, understanding the factors that influence buyer's behavior is crucial for businesses to succeed. One of the key aspects of retail marketing is creating an environment that encourages customers to make unplanned or impulsive purchases. This study aims to determine and analyze the effect of store images, store atmosphere (store atmospherics), and theatrics on impulsive purchases at Carrefour Padang Bulan, specifically targeting students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra.
The Importance of Store Images
Store Images play a significant role in shaping customers' perceptions of a store. It encompasses various elements such as logos, product placement, and brand reputation. A well-designed store image can attract customers and encourage them to shop more than planned. In the context of Carrefour Padang Bulan, a positive store image can create a favorable impression among students, making them more likely to make impulsive purchases.
The Role of Store Atmospherics
Store Atmospherics refers to the atmosphere and experience presented by the store, including lighting, music, aroma, and layout. A comfortable and pleasant atmosphere can increase the level of comfort and stimulate positive emotions, which in turn can encourage impulsive purchases. For instance, a store with a pleasant aroma and soothing music can create a relaxing environment that invites customers to explore and buy products spontaneously.
The Impact of Store Theatrics
Store Theatrics involves elements of entertainment and creativity in product presentations. This includes attractive product layout, attractive visual use, and special events held in the store. Store theatrics can create a visual attraction that not only attracts attention but also creates an unforgettable shopping experience, which can encourage customers to make impulsive purchases. For example, a store that hosts a fashion show or a product launch event can create a buzz among customers, making them more likely to make impulsive purchases.
Methodology
This study employed a quantitative approach, collecting primary data through questionnaires distributed to students who had shopped at Carrefour Padang Bulan. The population consisted of students, with a total sample of 85 people who had shopped at the store. The data were analyzed using logistic regression with a significance level of α = 5% (0.05).
Results
The results showed that store images have a positive and significant influence on impulsive purchases, store atmosphere also has a positive and significant influence on impulsive purchases, and store theatrics has a positive and significant influence on impulsive purchases. The Nagelkerke R Square value is 0.334, which means that the dependent variable variability is explained by the independent variable, namely the store image, the store atmosphere, and theater of the store by 33.4%, while the remaining 66.6% are explained by other variables that are not examined in this study.
Conclusion
The findings of this study highlight the importance of store images, store atmosphere, and store theatrics in influencing impulsive purchases at Carrefour Padang Bulan. Retail managers such as Carrefour can benefit from these findings by implementing holistic marketing strategies that take into account these three factors. By creating a positive store image, a comfortable and pleasant atmosphere, and an entertaining and creative product presentation, retailers can increase the level of satisfaction and loyalty of customers.
Implications for Academics and Practitioners
This study provides valuable insights for academics and practitioners in the fields of retail and marketing. For students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra, an understanding of how these factors contribute to buying behavior can help them in developing more effective marketing strategies, both in the academic context and in the real world after they graduate. Therefore, this research provides a significant contribution to the body of knowledge in the field of retail marketing.
Recommendations for Future Research
Future research can build on the findings of this study by exploring other factors that influence impulsive purchases, such as social media marketing, customer service, and product quality. Additionally, researchers can investigate the impact of store images, store atmosphere, and store theatrics on other aspects of retail marketing, such as customer loyalty and retention.
Limitations of the Study
This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra, which may not be representative of the broader population. Finally, the study only examines the impact of store images, store atmosphere, and store theatrics on impulsive purchases, which may not be the only factors influencing buying behavior.
Conclusion
In conclusion, this study highlights the importance of store images, store atmosphere, and store theatrics in influencing impulsive purchases at Carrefour Padang Bulan. Retail managers such as Carrefour can benefit from these findings by implementing holistic marketing strategies that take into account these three factors. By creating a positive store image, a comfortable and pleasant atmosphere, and an entertaining and creative product presentation, retailers can increase the level of satisfaction and loyalty of customers.
Q&A: The Influence of Store Images, Store Atmospherics, and Store Theatrics on Unplanned Purchases
Q: What is the main objective of this study?
A: The main objective of this study is to determine and analyze the effect of store images, store atmosphere (store atmospherics), and theatrics on impulsive purchases at Carrefour Padang Bulan, specifically targeting students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra.
Q: What is store image, and how does it influence impulsive purchases?
A: Store image refers to how customers view a store based on various elements such as logos, product placement, and brand reputation. A well-designed store image can attract customers and encourage them to shop more than planned. In the context of Carrefour Padang Bulan, a positive store image can create a favorable impression among students, making them more likely to make impulsive purchases.
Q: What is store atmosphere, and how does it influence impulsive purchases?
A: Store atmosphere refers to the atmosphere and experience presented by the store, including lighting, music, aroma, and layout. A comfortable and pleasant atmosphere can increase the level of comfort and stimulate positive emotions, which in turn can encourage impulsive purchases. For instance, a store with a pleasant aroma and soothing music can create a relaxing environment that invites customers to explore and buy products spontaneously.
Q: What is store theatrics, and how does it influence impulsive purchases?
A: Store theatrics involves elements of entertainment and creativity in product presentations. This includes attractive product layout, attractive visual use, and special events held in the store. Store theatrics can create a visual attraction that not only attracts attention but also creates an unforgettable shopping experience, which can encourage customers to make impulsive purchases. For example, a store that hosts a fashion show or a product launch event can create a buzz among customers, making them more likely to make impulsive purchases.
Q: What are the results of this study?
A: The results of this study show that store images have a positive and significant influence on impulsive purchases, store atmosphere also has a positive and significant influence on impulsive purchases, and store theatrics has a positive and significant influence on impulsive purchases. The Nagelkerke R Square value is 0.334, which means that the dependent variable variability is explained by the independent variable, namely the store image, the store atmosphere, and theater of the store by 33.4%, while the remaining 66.6% are explained by other variables that are not examined in this study.
Q: What are the implications of this study for retailers?
A: The findings of this study highlight the importance of store images, store atmosphere, and store theatrics in influencing impulsive purchases at Carrefour Padang Bulan. Retailers can benefit from these findings by implementing holistic marketing strategies that take into account these three factors. By creating a positive store image, a comfortable and pleasant atmosphere, and an entertaining and creative product presentation, retailers can increase the level of satisfaction and loyalty of customers.
Q: What are the limitations of this study?
A: This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra, which may not be representative of the broader population. Finally, the study only examines the impact of store images, store atmosphere, and store theatrics on impulsive purchases, which may not be the only factors influencing buying behavior.
Q: What are the recommendations for future research?
A: Future research can build on the findings of this study by exploring other factors that influence impulsive purchases, such as social media marketing, customer service, and product quality. Additionally, researchers can investigate the impact of store images, store atmosphere, and store theatrics on other aspects of retail marketing, such as customer loyalty and retention.
Q: What are the practical implications of this study for students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra?
A: The findings of this study provide valuable insights for students of the Management Study Program of the Faculty of Economics and Business, University of North Sumatra, in developing more effective marketing strategies, both in the academic context and in the real world after they graduate. By understanding the importance of store images, store atmosphere, and store theatrics in influencing impulsive purchases, students can develop a more comprehensive understanding of retail marketing and its applications in the real world.