Improving traditional market sustainability in the industrial 4.0 era through impulsive buying strategy: A case in east java, Indonesia

The results of the analysis displayed that the model was acceptable which explained that variable such as environment, discount price, payment procedures and facility affect impulsive buying in traditional markets. Thus, it may be concluded that impulsive buying behavior in modern markets and traditional markets is similar. When discount prices contributed the greatest influence on the traditional markets, in modern markets, the impact was even more profound.
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Improving traditional market sustainability in the industrial 4.0 era through impulsive buying strategy: A case in east java, Indonesia 1045Int. J Sup. Chain. Mgt Vol. 8, No. 3, June 2019 Improving Traditional Market Sustainability in The Industrial 4.0 Era through Impulsive Buying Strategy: A Case in East Java, Indonesia Wiwik Handayani1*, Endang Iryanti2, Muchlisiniyati Safeyah3, Susi Hardjanti4 1,2 Faculty of Economics and Busines , 3 Faculty of Architecture and Design, 4 Faculty of Social Sciences and Politics Universitas Pembangunan Nasional “Veteran”, Jawa Timur, Indonesia * wiwik.em@upnjatim.ac.idAbstract— In the industrial 4.0 era, the issue of about impulsive buying were typically done inimpulsive buying to maintain an increased purchases modern markets such as malls [1]-[7] . It washas become ever more attractive to be explored. The mostly caused by the pleasant environment,major ground is the existence of technology that convenient payment procedures, temptingstimulates consumer’s interest to products in sight. A promotions and complete infrastructure. Customersmore eye-catching display, will escalate consumers are feeling comfortable in the mall, therefore thedesire to shop. Many modern markets have appliedtechnology to intensify consumer purchases, however, mall often become a place to refresh mind after anin traditional markets such practices seem to be absorbing work. This condition also encouragesunfamiliar. For this reason, this study examined someone to make purchases without prior planning.variables that affect impulsive buying behavior in However, things will be different whentraditional markets, employing factors that encourage impulsive buying occur in traditional markets,impulsive buying in the modern market to the given that traditional markets conditions aretraditional markets. Population in this study was significantly differ from modern markets. Theconsumers of traditional markets in East Java, with difference lies in many elements, such as lesspurposive sampling technique, and respondents attractive environment, payment in cash, lack oramounting to 400 people. The first researchprocedure was an experiment, controlling four occasional promotion and incompletevariables, namely the environment, discount price, infrastructures. [8] reinforced this fact, stating thatpayment procedures and facility, continued by traditional markets are usually dirty, not wellspreading questionnaires to respondents. Afterwards, ordered, although still visited by many (https://the data was being analyzed using PLS (Partial Least vanadiraha.wordpress.com/ 2014/01/07/revitalisasi-Square). The results of the analysis displayed that the pasar-tradisional-2/ ). Knowing that despitemodel was acceptable which explained that variable traditional markets shortcomings, many people stillsuch as environment, discount price, payment opt them, it present an opportunity to enhance theprocedures and facility affect impulsive buying in development of traditional markets by carrying outtraditional markets. Thus, it may be concluded thatimpulsive buying behavior in modern markets and better amendments. With numerous inadequacies,traditional markets is similar. When discount prices traditional markets development are not as fast ascontributed the greatest influence on the traditional modern markets. Supported by the opinion ofmarkets, in modern markets, the impact was even Arifah Fathia consumer behavior that tends to bemore profound. consumptive causes them to move on fromKeywords— Traditional market, Impulsive buying, traditional markets (Merchant behavior, Customer behavior, Government https://www.kompasiana.com/arifahfathia/behavior, Supply chain perkembangan-pasar-tradisional-setelah-maraknya- pasar modern_552e472f6ea8344f388b456d ). This1. Introduction explains that consumers nowadays prefer shopping This study is a continuation of impulsive in modern markets, which circumstances will havebuying research in modern markets. Previous issues a negative impact if it lasts over a long term,______________________________________________________________International Journal ...