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"As consumer,children are unique and potential.They are considered unique because they do not spend their own money. They are potential,because their number and their value are big and promoting...."

"Penelitian ini bertujuan untuk mengetahui pengaruh perceived value terhadap impulse buying, baik secara kognitif maupun afektif, pada ritel omnichannel kecantikan di Indonesia dengan menggunakan teori S-O-R (Stimulus-Organism-Response). Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 279 responden yang pernah melakukan pembelanjaan di Sociolla atau Sephora, secara online dan offline, sebagai representasi ritel omnichannel kecantikan di Indonesia. Dari total 9 hipotesis yang diuji, penelitian ini menemukan bahwa channel integration berpengaruh positif terhadap consumer empowerment, akan tetapi convenience tidak memiliki pengaruh signifikan. Consumer empowerment berpengaruh terhadap satisfaction, trust, dan perceived value. Selain itu, trust berpengaruh positif terhadap perceived value, tetapi satisfaction tidak menunjukkan pengaruh yang signifikan. Perceived value berpengaruh terhadap cognitive impulse buying dan affective impulse buying. Penelitian ini memberikan kontribusi teoritis tentang pengaruh perceived value dalam mendorong cognitive impulse buying dan affective impulse buying pada ritel omnichannel industri kecantikan di Indonesia. Penelitian ini juga memberikan kontribusi manajerial terkait strategi pemasaran ritel omnichannel kecantikan di Indonesia untuk mempertahankan kualitas perceived value dari produk-produk yang dijual oleh ritel omnichannel untuk mendorong cognitive impulse buying dan affective impulse buying pada ritel omnichannel kecantikan di Indonesia. Penelitian ini juga memberikan kontribusi secara etika dan sosial tentang pentingnya menjaga keamanan data dan privasi yang diberikan konsumen terhadap ritel omnichannel kecantikan, kesamaan informasi, kemudahan akses belanja, dan mencegah dampak negatif dari impulse buying.

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This research aims to determine the influence of perceived value on impulse buying, both cognitively and affectively, in omnichannel beauty retail in Indonesia using the S-O-R (Stimulus-Organism-Response) theory. The study was conducted by distributing questionnaires to 279 respondents who had shopped at Sociolla or Sephora, both online and offline, representing omnichannel beauty retail in Indonesia. Out of the nine hypotheses tested, the study found that channel integration positively affects consumer empowerment, but convenience does not have a significant impact. Consumer empowerment influences satisfaction, trust, and perceived value. Additionally, trust positively impacts perceived value, but satisfaction does not show a significant effect. Perceived value affects cognitive impulse buying and affective impulse buying. This study provides theoretical contributions regarding the influence of perceived value in driving cognitive impulse buying and affective impulse buying in the omnichannel beauty retail industry in Indonesia. It also offers managerial contributions related to marketing strategies for omnichannel beauty retail in Indonesia to maintain the perceived value quality of products sold by omnichannel retailers to encourage cognitive impulse buying and affective impulse buying in the omnichannel beauty retail sector in Indonesia. The study also contributes ethically and socially by emphasizing the importance of maintaining data security and consumer privacy, ensuring information equality, ease of shopping access, and preventing the negative impacts of impulse buying."

"Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising Pada Perilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden. Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H M Grand Indonesia Jakarta Pusat.

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This study aims to determine The Influence of Visual Merchandising on Impulse Buying Behavior Case Study on Fashion Retail Store H&M Grand Indonesia Central Jakarta. Respondents in this study are the consumers of H&M Grand Indonesia Central Jakarta who have experienced an impulse buying transaction for a product in H&M Grand Indonesia Central Jakarta in the last two months with 120 respondents.

Design of this research is quantitative. This research data is processed by softwares SPSS and Lisrel. The results showed that window display, in store form, floor merchandising, and promotional signage proved to affect impulse buying behavior in H M Grand Indonesia Central Jakarta."

"Tren penggunaan produk kecantikan di Indonesia semakin meningkat, di mana ritel kecantikan memiliki peran penting dalam memenuhi kebutuhan konsumen akan produk kecantikan yang lengkap dan berkualitas. Dengan menggunakan teori Stimulus-Organism-Response, penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi perilaku pembelian impulsif pada Sociolla, sebuah ritel omnichannel kecantikan ternama di Indonesia. Untuk menguji 9 hipotesis, penelitian ini menggunakan metode kuantitatif, di mana sebuah survei daring dilakukan terhadap 310 responden perempuan Indonesia berusia 18-43 tahun yang pernah menggunakan aplikasi SOCO by Sociolla dan membeli setidaknya satu produk Sociolla dalam tiga bulan terakhir. Data penelitian diolah dan dianalisis dengan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa stimulus (channel integration dan convenience) secara positif dan signifikan memengaruhi organism (empowerment, trust, satisfaction, dan perceived value), dan pada akhirnya secara positif dan signifikan memengaruhi response berupa impulse buying. Penelitian ini juga menunjukkan bahwa convenience merupakan variabel stimulus yang memililiki pengaruh terbesar terhadap empowerment, trust merupakan variabel organism yang memiliki pengaruh terbesar terhadap perceived value, dan hubungan antara satisfaction dan trust memiliki path coefficient tertinggi di dalam model penelitian.

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The increasing trend of beauty product usage in Indonesia highlights the crucial role of beauty retail in fulfilling consumers' needs for a wide range of high-quality beauty products. Based on the Stimulus-Organism-Response framework, this study aims to analyze the factors influencing impulse buying behavior at Sociolla, a prominent beauty retailer in Indonesia that has adopted an omnichannel strategy. To test the 9 hypotheses, this study used quantitative methods, where an online survey was conducted among 310 Indonesian female respondents aged 18-43 who had used the SOCO by Sociolla application and purchased at least one Sociolla product in the past three months. The data were processed and analyzed using Structural Equation Modeling (SEM). The results of this research indicate that stimuli (channel integration and convenience) positively and significantly influence organisms (empowerment, trust, satisfaction, and perceived value), which in turn positively and significantly influence impulse buying as the response. Additionally, this research reveals that convenience is the stimulus variable with the greatest influence on empowerment, trust is the organism variable with the greatest influence on perceived value, and the relationship between satisfaction and trust has the highest path coefficient in the research model."