THE INFLUENCE OF PACKAGING DESIGN AND IN-STORE SHOPPING ENVIRONMENT ON CONSUMER IMPULSIVE BUYING DECISION (STUDY ON NATURE REPUBLIC AT MANADO TOWN SQUARE)

Abstract

The purpose of this research is to analyze the influence of packaging design and in-store shopping environment on consumer impulsive buying decision both partially and simultaneously. The population of this research consisted of Nature Republic store consumers. The number of samples was 96 people and using purposive sampling method. The data was collected by using Google forms online for the survey questionnaire. This research uses the quantitative approach and used Multiple Regression Analysis. And the results showed that all hypotheses were accepted. The result showed that Packaging Design and In-Store Shopping Environment have a significant effect on Impulsive Buying simultaneously. Moreover, Packaging Design and In-Store Shopping Environment also have a significant effect on Impulsive Buying. As the recommendation of this research, Nature Republic should pay more attention to the packaging of each product to make it more attractive and to further improve the environmental atmosphere that can attract the attention of visitors.

Keywords: packaging design, in-store shopping environment, impulsive buying.