The Effect of Psychology Factor Towards Impulsive Purchase on Chocolate Product at Foodmart of Basko Grand Mall of Padang

Abstract

The existence of sudden needs in customers’ mind can generate impulsive purchase, decision of impulsive purchase tends to happen towards small product. The objective of this research was to know the effect of psychology factor toward impulsive purchase on chocolate products at foodmart of Basko Grand Mall of Padang.The population was all customers who have ever consumed chocolate and live in Padang city with sample as many as 100 people. The data were collected by using questionnaire. The data were analyzed by using multiple linear regression test. Research findings showed that motivation positively and significantly influenced toward impulsive purchase decision. Perception positively influenced but not significantly toward impulsive purchase decision. Knowledge negatively influenced and not significantly toward impulsive purchase decision. Attitude positively and significantly influenced toward impulsive purchase decision on chocolate products at foodmart of Basko Grand Mall of Padang.
Key words: Motivation, Perception, Knowledge, Attitude, Impulsive purchase