Analysis Of Impulse Buying Behavior Of Credit Card Users In Modern Retail

Abstract

Economic growth and technological developments that allow one to make transactions without using cash became the basis for economic development leading to cashless and the use of credit cards. This study aims to answer consumer behavior faced with modern retail and payment systems using credit cards, especially impulse buying behavior.  The research was conducted in 7 modern retails with a hypermarket scale in the city of Surabaya. The population of this study amounted to 180 respondents who made transactions using credit cards. The data were analyzed using hierarchical regression. The results showed that credit card use, store attributes and emotional state affected impulse buying behavior. Meanwhile, economic literacy has a negative influence. Credit card use is proven to be a mediator between economic literacy and impulse buying. Based on the results of this study, it can be concluded that consumers who are faced with a shopping environment tend to make unexpected shopping actions and the results of this study are expected to be input in the economic field to be able to educate consumers to be wiser in consuming.