The effect of product attractiveness, word of mouth and product quality in elevating the impulsive buying behavior of Garuda Peanut in Surabaya

摘要

Consumer behavior is essentially a decision-making processes by consumers either individuals, groups, and organizations that includes the process of choosing, buying, obtaining, use of goods or services. The main question in consumer behavior research is how consumers make a purchase decision. This study indentifies factors that are statistically significant to impulsive buying to Kacang Garuda (Peanut) product of each gender in Surabaya. By using primary data with the population of people ages 18–40, collected with purposive sampling, by spreading questionnaire. Selected object is Garuda Peanut because peanut products are low involvement products that trigger the occurrence of impulsive buying behavior, as well as Garuda Peanut is the market leader for peanut products in Indonesia. This research limits the factors into three, product attractiveness attributed by unique and interesting package, attractive package color, and package size availability, word of mouth attributed by convincing salesman, info from relatives and info from friends, and quality attributed by reliability, conformance quality and durability. The data shows that product attractiveness and quality are significant in increasing the degree of impulsive buying to both gender, but word of mouth applies only to female gender.