Peran Mediasi Impulse Buying Terhadap Keragaman Produk Dan Keputusan Pembelian Pada Eramart Di Samarinda
DOI:
https://doi.org/10.33772/jumbo.v8i1.823Keywords:
Impulse Buying, Produk Diversity, Purchasing DecisionsAbstract
This study aims to investigate how impulse buying mediation affects the relationship between product diversity and purchasing decisions at Eramart retail in Samarinda City. This research utilized a quantitative approach with a sample size of 150 respondents. Non-probability sampling methods, specifically purposive and convenience sampling techniques, were employed in selecting the participants. Data were collected through questionnaires using a 4-point Likert scale as the research instrument. The gathered data were then analyzed using the Structural Equation Modeling method with SmartPLS software. The findings of the study revealed the following results: Firstly, the availability of diverse products significantly and positively influences impulse buying at Eramart retail in Samarinda City. Secondly, product diversity also has a positive and significant impact on purchasing decisions at Eramart retail in Samarinda City. Thirdly, impulse buying has a positive and significant effect on purchasing decisions at Eramart retail in Samarinda City. Fourth, impulse buying also plays an important role as a mediation in the relationship between product diversity and the decision to choose purchases at Eramart retail in Samarinda City.