Faktor demografis dalam perilaku pembelian impulsif

Abstract

Impulse buying behavior has received the attention of Western academic scholars due to the existing contradiction between what consumer say and what they actually do. Many consumers realize that this is not a right and good behavior. Nevertheless they continue to purchase the products in this fashion. Even in USA, this behavior has become a common phenomenon. The goal of this research is to find out whether consumer's demographic factors influence the impulse buying behavior or not. In this research, the impulse buying behavior is divided into two components: affective and cognitive components. The result reveals that respondent's gender and age are the only factors that influence the affective component, while in the cognitive component, the result shows that there is no respondent's demographic factors influence.