Time Availability as Moderating Variable to the Influence of Price Reasonability, Store Attitude and Product Diversity on Impulse Buying

Abstract

Indonesia as a captive market makes it an attraction for many retail entrepreneurs, both national and international, to compete for the existing market gaps so that competition becomes very tight, especially the frozen processed food product retail industry (Frozen Food), which has its own market gap, especially after the Covid-19 pandemic. Market anticipation and a good understanding of consumers related to how their buying behavior is very decisive for business entities that will enter the frozen food retail industry and for this reason, significant research is needed to determine their buying behavior. This study aims to analyze the effect of store atmosphere on impulse buying with time availability as moderation and to analyze the effect of product diversity on impulse buying with time availability as moderation by using a sample of consumers who shop at Minamart Gresik Outlets. The study used a research sample of 150 respondents with Structural Equation Modelling-Partial Least Square as a tool for testing the hypothesis. The results of this study indicate that all the hypotheses proposed have a significant effect on impulse buying moderated by the time availability variable.