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International Journal of Economics & Business ISSN: 2717-3151, Volume 1, Issue 2, page 20 - 31
Zambrut
Zambrut.com. Publication date, 9 November 2018.
Adawiyah, Q., Suroso, I. & Dimyati, M. 2018. Triggering Impulsive Buying Based on ..................... 20
Triggering Impulsive Buying
Based on Brand Personality,
Promotion and Servicescape with
Mediation Shopping Emotion
Qori’atul Adawiyah1, Imam Suroso
2 & M. Dimyati
3
1Qori’atul Adawiyah, MM
Faculty of Economics and Bussiness, University of Jember
Jember, Indonesia
2Dr. Imam Suroso, S.E., M.Si
Faculty of Economics and Bussiness, University of Jember
Jember, Indonesia
3Dr. M. Dimyati, SE., M.Si
Faculty of Economics and Bussiness, University of Jember
Jember, Indonesia
Abstract: 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.
International Journal of Economics & Business ISSN: 2717-3151, Volume 1, Issue 2, page 20 - 31
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Zambrut.com. Publication date, 9 November 2018.
Adawiyah, Q., Suroso, I. & Dimyati, M. 2018. Triggering Impulsive Buying Based on ..................... 21
1. Introduction
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 was not too significant. For this reason, it is necessary to
carry out various ways so that consumers still decide to buy wardah cosmetic products.
The formulation of the problem in the research is:
a. Does the Brand Personality influence the shopping of consumer emotion and the impulse buying of
wardah products that buy in Roxy Banyuwangi?
b. Does the promotion affect the shopping of consumer emotion and the impulse buying of wardah
products that buy in Roxy Banyuwangi?
c. Does the influential servicescape of shoping emotion consumers and impulse buying wardah products
buy in Roxy Banyuwangi?
d. Does the consumer emotion affect the impulse buying of wardah products that buy in Roxy
Banyuwangi?
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).
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The Servicescape model shows that there is a balance between the response of customers and
employees. This means the same service environment can have a different impact on various customers,
depending on who the customer is and what he likes and is subjective. Servicescape is a style and physical
appearance of the elements of experience encountered by consumers in service delivery places (Lovelock,
2011).
Solomon (2012) Shopping Emotion a person's mood or someone's emotions or psychological
condition at the time of purchase can have a big impact on what is bought or how he judges his purchase.
From this definition it can be seen that emotions consist of three components, namely physiological,
behavioral and cognitive. Emotions which include feelings and moods are important factors in making
decisions by consumers.
Levy (2012) states that impulse buying is a purchase decision made by consumers in the place after
seeing the goods. Impulsive purchases of consumers often buy a product without being planned in advance
and not thinking about the consequences. The desire to buy without being planned often appears in stores
or in retail. Many factors cause consumers to buy goods without being planned. One factor that can cause
unplanned purchases is the display.
3. Methodology
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 is non-
probability sampling, namely the purposive method (purposive sampling) because there are no data, names
and addresses of the population. Purposive sampling, namely choosing a sample so that the sample criteria
obtained are really in accordance with the research that will be conducted. This is done because researchers
have understood that the information needed can be obtained from certain target groups who are able to
provide the desired information because they have such information and they meet the criteria determined
by the researcher. Roescoe (2003) states that more than 30 and less than 500 sample size are appropriate
for research. Ferdinand (2006: 62) states that the determination of a representative sample size depends on
the number of indicators multiplied by 5 for the minimum limit and 10 for the maximum limit. Refer to the
three opinions and based on the above considerations. The total indicator in this study was 21, so this study
used 147 samples (21x7 = 147). However, from the research conducted, samples that met the requirements
were only 140 samples.
Operational variables used in research;
a. Brand Personality (X1), the indicator (X1.1) Satisfaction, (X1.2) Attraction, (X1.3) Excellence, (X1.4)
Perfection.
b. Promotion (X2), the indicator (X2.1) Product tester, (X2.2) Price discount, (X2.3) Contest competition.
c. Servicscape (X3), the indicator (X3.1) Ambient Condition Dimension, (X3.2) Spatial Layout and
Functionality Dimensions, (X3.3) Dimension Signs, Symbols and Artifacts.
d. Shopping Emotion (Y1) indicator (Y1.1) Pleasure, (Y1.2) Arousal, (Y1.3) Dominance.
e. Impulse Buying (Y2) indicator (Y2.1) Urgency to buy, (Y2.2) Positive effect, (Y2.3) Negative effect,
(Y2.4) Looking at the store, (Y2.5) Enjoyment spending, (Y2.6) Time availability, (Y2.7) Availability
of money, (Y2.8) Trend of impulse purchases,
Analysis of Structural Equation Modeling (SEM) using AMOS software program, as one of
multivariate analysis techniques, confirmatory allows analysis of a series of simultaneous relationships so
as to provide systematic efficiency.
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4. Research Result
4.1 Characteristics of Respondents
The respondents with the most or the majority of respondents who are consumers of Wardah
products are respondents aged between 20-30 years, are 52.86%, while the minority of respondents who
are consumers of Wardah products are respondents aged between 31-40 years 30%, 41-50 year 10.71%
and more than 50 years 6.43%. The majority of wardah users are between the ages of 20-30 years because
young people have a high curiosity so they are very enthusiastic to try a new product other than that it is
supported by endorser from public figures who may be some of their endorsers.
The respondents with the most or the majority of respondents who are consumers of Wardah
products are 57.86% of respondents who work as private employees, while the minority of respondents
who are consumers of Wardah products are respondents who work as civil servants 2.86%, entrepreneurs
19.29% , housewives 17.14% and students 2.86%. Why in terms of characteristics based on the profession,
the majority are private employees because private employees of beauty are important things in supporting
their work. The respondents with the most or the majority of respondents who were consumers of Wardah
products were income earners of between 2 million and 5 million, 67.14%, while the minority of
respondents who were consumers of Wardah products were respondents with income of less than 2 million
5 million 13.57%. Because by looking at this condition Wardah products are demanded by the majority of
middle class people because with a salary of 5 million and above they will tend to look for other products
that are more expensive.
The respondents with the most or the majority of respondents who are consumers of Wardah
products are 56.43% unmarried respondents, while the minority of respondents who are consumers of
Wardah products are 43.57% married. People who are not married tend to want to try new things including
beauty products to support their appearance.
4.2 Instrument Test
The results of validity and reliability test show that the value of t (indicated by the value of C.R) for
loading significance of 0.05 (critical value = 1.96), as well as the probability value is smaller than α (0.05).
So it can be concluded that all variables are significantly related to the construct (all indicators are valid).
The construct reliability is 0.782, 0.654, 0.721, 0.655 and 0.858, above the recommended value of at least
0.6 - 0.7 so all indicators or variables are reliable.
4.3 Structual Equation Modelling Assumptions
a. Normality test
The results of the normality test (assessment of normality (CR) (attachment 5) give a CR value of
1.803 located between -1.96 (-1.96 ≤ 1.803 ≤ 1.96 (α = 0.05), so that it can be said that the data is
normal multivariate, in addition to normal non-variate data also indicated by all critical ratio values of
all indicators between -1.96 (-1.96 ≤ CR ≤ 1.96 (α = 0.05).
b. Multicolinierity test
A very small or near zero determinant value indicates an indication of a multicollinearity or singularity
problem, so that the data cannot be used for research. The determinant of sample covariance matrix is
57,051.
c. Outliers test
The value of the expensive distance based on the value of Chi Square on the free degree (the number
of indicator variables and variables) at the significance level of 0.05 was 32,671 (based on the X2 df
21 distribution table). The outlier test results showed that none of the cases had Mahalanobis distance
values greater than 32,671, so it could be concluded that there were no multivariate outliers in the
study.
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4.4 Structual Equation Modelling Analysis a. Model Confirmatory Test (Goodness-Of-Fit Test)
Table 1. Model Suitability Index
Criteria Cutt Off Value Result Explanation
Chi-square Less than (< X
2 with df
149 is 178,485) 158,807 Good
Sig. > 0,05 0,303 Influence
RMSEA ≤ 0,08 0,042 Influence
GFI ≥ 0,90 0,963 Influence
AGFI ≥ 0,90 0,847 Not Influence
CMIN/ DF ≤ 2 or 3 1,065 Influence
TLI ≥ 0,90 0,968 Influence
CFI ≥ 0,90 0,957 Influence
Source: Data Analysis, 2018
Based on Table 1, it is known that out of the eight criteria used to assess whether or not a model is
feasible, there is only one criterion that is declared non-influential, but overall it can be said that the
suitability of the model is good and acceptable which means there is a match between the model and the
data.
b. Causality Test
Figure 2. Results of Structural Equation Modeling
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Table 2. Causality Testing Results
Variable Path CR Probability Explanation
X1 Z 0,349 3,733 0,000 Significant
X2 Z 0,254 2,747 0,000 Significant
X3 Z 0,292 3,173 0,000 Significant
X1 Y 0,327 3,471 0,000 Significant
X2 Y 0,221 2,381 0,002 Significant
X3 Y 0,264 2,815 0,000 Significant
Z Y 0,483 5,155 0,000 Significant
Source: Data Analysis, 2018
Based on the results of testing the path coefficients in Table 2;
Z = 0,349 X1 + 0,254 X2 + 0,292 X3
Y = 0,327 X1 + 0,221 X2 + 0,264 X3 + 0,483 Z
4.3 Direct Effect
Table 3. Direct Effect
Direct Effect Estimate
X1 Z 34,9%
X2 Z 25,4%
X3 Z 29,2%
X1 Y 32,7%
X2 Y 22,1%
X3 Y 26,4%
Z Y 48,3%
Source: Data Analysis, 2018
a) The direct influence of brand personality on shopping emotion for consumers of wardah products in
Roxy Banyuwangi is 34.9%;
b) The direct effect of sales promotions on shopping emotion for consumers of wardah products in Roxy
Banyuwangi is 25.4%;
c) The direct effect of servicescape on shopping emotion for consumers of wardah products in Roxy
Banyuwangi is 29.2%;
d) The direct influence of brand personality on the impulse buying of wardah product consumers in Roxy
Banyuwangi is 32.7%;
e) The direct effect of promotion on the impulse buying of wardah product consumers in Roxy
Banyuwangi is 22.1%;
f) The direct effect of service scape on the impulse buying of wardah product consumers in Roxy
Banyuwangi is 26.4%;
g) The direct effect of shopping emotion on the impulse buying of consumers of wardah products in Roxy
Banyuwangi is 48.3%.
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4.4 Indirect Effect
Table 5. Indirect Effect
Indirect Effect Estimate
X1 Z Y 29,6%
X2 Z Y 20,9%
X3 Z Y 23,5%
Source: Data Analysis, 2018
a) The indirect influence of brand personality through shopping emotion on the impulse buying of wardah
product consumers in Roxy Banyuwangi is 29.6%;
b) The indirect effect of sales promotion through shopping emotion on the impulse buying of consumers of
wardah products in Roxy Banyuwangi is 20.9%;
c) The indirect effect of servicescape through shopping emotion on the impulse buying of consumers of
wardah products in Roxy Banyuwangi was 23.5%.
4.5 Total Effect
Table 6. Total Effect
Total Effect Estimate
Z X1 Z Y 45,3%; 62,8%
Z X2 Z Y 30,5%; 44,9%
Z X3 Z Y 39,1%; 53,2%
Source: Data Analysis, 2018
a) The total influence of brand personality on impulse buying is 45.3% and the total influence of brand
personality through shopping emotion on the impulse buying of wardah product consumers in Roxy
Banyuwangi is 62.8%;
b) The total effect of sales promotion on impulse buying is 30.5% and the total effect of sales promotion
through shopping emotion on the impulse buying of consumers of wardah products in Roxy
Banyuwangi is 44.9%;
c) The total effect of service scape on impulse buying is 39.1% and the total effect of service scape
through shopping emotion on the impulse buying of consumers of wardah products in Roxy
Banyuwangi is 53.2%.
5. Discussion
The research conducted shows that the brand personality that exists in the consumers of wardah
products has provided a tendency of influence of 34.9%. Customers who have a connection with wardah
products, of course, will be able to find out that the products in the cosmetics are of good quality.
Customers from wardah cosmetic products that have relevance to the products offered because they have a
good impression will certainly have an effect on these customers to find and buy a new product that they
find useful. Wardah cosmetics products also have a brand that attracts interest from their customers to be
able to buy products offered at Roxy because the products are affordable to their customers. Kosmetik
wardah also has the advantage of giving a halal label to the products it offers so it will still be able to
attract customers to buy and use it. The research shows that the consumer brand personality of wardah
Roxy Banyuwangi cosmetic products has provided an influence tendency of 32.7%. The brand personality
of wardah products offered to its customers will certainly attract interest from its customers to be able to
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Adawiyah, Q., Suroso, I. & Dimyati, M. 2018. Triggering Impulsive Buying Based on ..................... 27
buy the products they offer. Wardah products that continue to develop according to the needs of their
customers and follow a growing trend will trigger customers to find out about products that are in trend
and become a necessity for them. When a product is sought according to the trends and needs of its
customers, customers will immediately buy the product even though the product is bought based on a
purchase that was not planned by him beforehand. Wardah products do give a pleasant impression on the
use and appeal of the use of cosmetic products that have been demonstrated by the cosmetic services in
Roxy, customers will see the influence of the use of these products, and often customers immediately
decide to buy them because they have seen results awesome.
The research conducted shows that the sales promotion of wardah products in Roxy Banyuwangi has
provided an influence tendency of 25.4%. Sales promotion is done by giving an example to its customers
to try it, of course it will be felt very beneficial for prospective customers, so that prospective customers
will be able to try and feel then will decide to buy products that suit their needs. Wardah cosmetic products
also provide discounts that are in accordance with the expectations of their customers, so the price offered
will be cheaper than the actual price. Benefit from wardah cosmetic customers is to be able to buy at a
cheaper and affordable price. Sales promotions conducted at Roxy also provide a demo to its customers so
that their customers can try and find out the quality of new products offered so that customers will properly
understand the products being offered to them. The research conducted, showed that sales promotion
carried out by service officers from wardah cosmetic products had provided a tendency of influence of
22.1%. For customers who are looking at wardah cosmetics products for sale, of course the service officers
will provide a tester or trial to their customers. The tester given will determine the next process because the
customer has tried the product as the tester. Customers who are suitable and suitable with the new product
offered by considering the availability of money they have will then quickly decide to buy the product
being offered because the tester with good results, and also an affordable price discount. Customers'
interest in wardah cosmetic products also lies in demonstrations or performances given by cosmetic
officers who provide services and offers to their customers, customers will have more trust when they
know the results of using wardah products that are very good for the face. Customers will not hesitate and
will decide to buy spontaneously for products that have been seen before because they have good results.
The research conducted shows that service scape from wardah products in Roxy Banyuwangi has
provided an influence tendency of 29.2%. The sale of wardah cosmetics products at Roxy is also triggered
by the presence of friendly servants in serving their customers, customers will accept it as a sense of
respect and customers will be very happy with the service. Friendly service by offering certain product
offers will stimulate buying the product even though the product is already owned by its customers, but for
backup products and additions it is a natural thing to be bought by its customers. The place provided in
product offerings is also important in getting its customer, customers who feel comfortable with the place
that is used as a place for demonstrations and good product offerings will certainly provide an appropriate
feeling and provide a good image that wardah cosmetic products have an image place of offer in
accordance with the products it offers. The research conducted shows that the servicescape at wardah
cosmetics product offerings in Roxy has provided an influential tendency of 26.4%. Customers will greatly
consider the existence of friendly service to visitors of products that only find out and then buy it. Service
officers will provide good use instructions to prospective customers to stay interested and buy the product.
Many of the customers, with friendly service and adequate facilities in the location of offering wardah
cosmetic products, are tempted to be able to buy the product, and then buy it. A good arrangement of
places where wardah cosmetics products are offered that do provide an image of beauty and hygiene in a
product will certainly give customers the confidence to be interested and trigger a purchase process that is
not actually planned beforehand. There are also many customers who remain interested because they have
the characteristics of the product to be maintained in wardah packaging and cosmetic products, this will be
a symbol for customers to be able to easily find the original and new products offered. Products with
distinctive features will be able to trigger the purchasing process because customers understand quality
products and new products that suit their needs.
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Research shows that shopping emotion from customers of wardah cosmetic products in Roxy
Banyuwangi has provided a tendency of influence of 48.3%. Shopping emotion from wardah cosmetic
product customers is very important in purchasing wardah products. Lots of prospective customers at Roxy
are happy to see a variety of products that are neatly arranged and their hearts are happy, of course, the
existing offers will get a good response from the prospective buyers. Prospective buyers who are feeling
happy will certainly be very easily triggered by a quality product offering with good tester results and
according to the needs of their customers. Customers will not hesitate to buy spontaneously even though
previously they did not plan to buy wardah cosmetic products, but with the pleasure and tester that has
been given, the customers will buy the product without much thought, but the product is still in accordance
with their needs. New products at relatively affordable prices will certainly give good consideration in
triggering the purchase of a new product offered at Roxy. Customers will sympathize with new products at
relatively affordable prices, and customers will continue to buy these products based on prices and new
products that suit their needs.
6. Conclusion
The conclusion of this study are ;
a. This proves that a brand personality that is attractive and provides trust will increase shopping emotion
for consumers in Roxy Banyuwangi.
b. This proves that sales promotions carried out by giving a tester and also discounts will increase
shopping emotion for wardah consumers in Roxy Banyuwangi.
c. This proves that servicescape is good and has a characteristic and also the type of layout that will
increase shopping emotion for consumers in Roxy Banyuwangi.
d. This proves that brand personality that has the attraction and satisfaction created by wardah cosmetics
will increase impulse buying for wardah consumers in Roxy Banyuwangi.
e. This proves that attractive promotions such as conducting a demo or discount on the latest products will
increase impulse buying for wardah consumers in Roxy Banyuwangi.
f. This proves that attractive and appropriate servicescape as well as layout according to the type of
cosmetics or friendly service will increase impulse buying for wardah consumers in Roxy Banyuwangi.
g. This proves that shopping emotion that is fun and creates a good mood will increase impulse buying for
wardah consumers in Roxy Banyuwangi.
7. Recommendation
Recommendation based on the results of this study are ;
a. The provider of wardah cosmetic product is encouraged to increase the brand personality of existing
products and new products offered by their customers.
b. Wardah cosmetics product providers are encouraged to be able to further increase sales promotion by
providing a tester and price offer that is more suitable for the new products they offer.
c. The provider of wardah cosmetic product is encouraged to further evaluate and improve the
servicescape of the services used in the product offerings that have been made to their customers.
d. It is expected that the next researcher can include male respondents because the presence of female
respondents only shows the results that shopping emotion is not so important in the indirect effect.
Maybe with some reason include male consumers because it can be a male person in impulse buying
more using his mood than the factors in the indicator of impulse buying.
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