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Type :thesis
Subject :HD Industries. Land use. Labor
Main Author :Chan, Yuen Yue
Title :Factors influencing impulse buying behavior among working ladies in Selangor, Malaysia
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2022
Corporate Name :Universiti Pendidikan Sultan Idris
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Abstract : Universiti Pendidikan Sultan Idris
Within consumer behavior’s studies, impulsive buying behavior is always an interesting issue, where many researchers and marketers make efforts to understand it. However, due to various marketing techniques and innovations, it is much easier for consumers to buy impulsively. The research objective of this study is to investigate how extrinsic cues affect impulse buying behavior amongst working ladies. The five extrinsic cues involved in this research are price, store atmosphere, brand reputation, country of origin and social influence. The target population of this study is full-time working ladies aged between 16 to 35 years. Purposive sampling technique was used, with sampling size of 400. Questionnaire is the research instrument used, and 400 questionnaires were distributed in One Utama shopping mall, Selangor. The data collected was then analyzed using Statistical Packages for the Social Science (SPSS). Multiple linear regression analysis was conducted for data analysis. The findings revealed that price (β = -0.407, p < 0.05), store atmosphere (β = 0.359, p < 0.05) and social influence (β = -0.331, p < 0.05) are significantly influence impulse buying behavior of working ladies. However, brand reputation (β = -0.170, p > 0.05) and country of origin (β = -0.106, p > 0.05) of the product are not significantly influence impulse buying behavior of working ladies. In conclusion, this research provides useful information and insight to the marketers of Malaysia’s apparel industry in understanding consumers’ needs deeper to contribute to the growth of their business. This can help Malaysia’s apparel industry plan and apply suitable marketing strategies to enhance their industry performance by understanding their customers’ needs through the utilization of influencers.

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