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.
Keywords: Impulse buying, affective and cognitive components, gender, age,
budget of spending, level of education