The Influence of Promotions, Discounts, and Brand Trust on Impulsive Purchases of Fitbar Makassar

Charistantya Tegar Aganta; Metta Padmalia Metta Padmalia; Teofilus Teofilus

doi:10.55227/ijhess.v4i6.1618

Authors

Charistantya Tegar Aganta Universitas Ciputra, Surabaya, Indonesia
Metta Padmalia Universitas Ciputra, Surabaya, Indonesia
Teofilus Teofilus Universitas Ciputra, Surabaya, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v4i6.1618

Keywords:

impulse buying, promotional activities, brand trust

Abstract

This study investigates the effect of promotional events and price discounts on impulse buying behavior among Fitbar consumers in Makassar City, with Brand Trust serving as an intervening variable. The research adopts the Stimulus-Organism-Response (S-O-R) framework to explain how external stimuli (promotions and discounts) influence consumer behavior through internal mechanisms (Brand Trust). A quantitative method with a cross-sectional design was used, involving 377 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that event promotions significantly and positively affect impulse buying, while price discounts do not have a statistically significant direct effect. However, Brand Trust significantly influences impulse buying and acts as a mediating variable in the relationships between both promotional events and price discounts with impulse purchases. These findings indicate that while promotions alone can drive unplanned purchases, their impact is amplified when consumers already trust the brand. The study confirms that Brand Trust plays a vital role in enhancing consumer responsiveness to marketing strategies, particularly in health-focused FMCG products like Fitbar. The research concludes that building strong Brand Trust is essential for maximizing the effectiveness of promotional activities. Practically, marketers are encouraged to combine event-based promotions with efforts to strengthen consumer trust through education, sampling, and consistent brand messaging.

References

Abraham Killa, B., & Ery Tri Djatmika. (2022). Promotion on Instagram and Institution Image on Course Decisions through Course Interest with Perceived Value as Moderator Variable (Study on Course Institution Students in the “Kampung Inggris”Area of Pare Kediri). International Journal Of Humanities Education and Social Sciences (IJHESS), 2(2), 586–595. https://doi.org/10.55227/ijhess.v2i2.272

Allgood, S., & Walstad, W. B. (2013). Financial Literacy and Credit Card Behaviors: A Cross-Sectional Analysis by Age. Numeracy, 6(2). https://doi.org/10.5038/1936-4660.6.2.3

Amelia, R., & Huda, N. (2021). PERANAN STORE ATMOSPHERE, IN STORE PROMOTION DAN VISUAL MERCHANDISE TERHADAP POSITIVE EMOTION DAN IMPULSE BUYING. Jurnal Indonesia Sosial Sains, 2(3), 494. http://jiss.publikasiindonesia.id/

Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5–6), 573–592. https://doi.org/10.1108/03090560410529222

Devkota, N. (2023). Promoting Sustainable Tourist Behavior Through Promotional Marketing. Journal of Tourism and Services, 14(26), 219–241. https://doi.org/10.29036/jots.v14i26.512

Fasyni, A., Budiarti, A. P., & Lasmini, R. S. (2021). Faktor-Faktor Yang Mempengaruhi Online Impuls Buying. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 10(2), 175. https://doi.org/10.26418/jebik.v10i2.47796

Fitri Rahmawati, I., & Lazuarni, S. (2024). Pengaruh Strategi Event Marketing, dan Sponsorship Terhadap Brand Awareness Produk Noodle di PT. Indofood CBP Sukses Makmur Tbk Kota Palembang. EKOMA : Jurnal Ekonomi, 3(3), 685–698.

Harahap, D. A., & Amanah, D. (2022). Memahami Impulsif Buying Dalam Proses Keputusan Pembelian Konsumen. Jurnal Manajemen Dan Bisnis Performa, 19(01), 31–55. https://doi.org/10.29313/performa.v19i01.9719

Hidayat, A. (2024). Tutorial Partial Least Square dalam PLS SEM.

Jiang, Z., & Lyu, J. (2024). The Role of Augmented Reality App Attributes and Customer-Based Brand Equity on Consumer Behavioral Responses: An S-O-R Framework Perspective. Journal of Product & Brand Management, 33(6), 702–716. https://doi.org/10.1108/jpbm-09-2023-4706

Kawulusan, V. T., Ogi, I. W. J., & Moniharapon, S. (2023). PENGARUH DISPLAY PRODUK, TAGLINE DAN PERILAKU HEDONIC SHOPPING TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF DI MR D.I.Y MANADO TOWN SQUARE. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 161–172. https://doi.org/10.35794/emba.v11i4.51640

Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Pearson. https://books.google.co.id/books?id=ZW2u5LOmbs4C

Liang, A. R., & Lim, W.-M. (2020). Why Do Consumers Buy Organic Food? Results From an S–O–R Model. Asia Pacific Journal of Marketing and Logistics, 33(2), 394–415. https://doi.org/10.1108/apjml-03-2019-0171

Lisdiantini, N., Sufa, S., Bindara, F. Z. P., Rohman, S. R., & Pradana, A. P. R. (2024). Marketing Communication Strategy Pt. Go-Jek Indonesia in Increasing the Number of Consumers. Journal of International Multidisciplinary Research, 2(3), 78–99. https://doi.org/10.62504/jimr380

Maidah, E. Al, & Sari, D. K. (2022). Pengaruh Price Discount, Fashion Involvement dan Shopping Lifestyle terhadap Impulse Buying pada Pengguna Brand ERIGO Apparel di Sidoarjo. BALANCE: Economic, Business, Management and Accounting Journal, 19(2), 165. https://doi.org/10.30651/blc.v19i2.13014

Munigar, E., Siti Maryam, Bellaji, B. M., & Pratiwi, M. I. (2024). Role of Islamic Work Ethic, Transformational Leadership Style, and Emotional Intelligence on Organizational Commitment. International Journal Of Humanities Education and Social Sciences (IJHESS), 4(1), 185–198. https://doi.org/10.55227/ijhess.v4i1.1078

Oktora, Yekie Senja, Sudarmiatin, & Hermawan, Agus. (2022). Effect Of Marketing Mix And Market Orientation On The Marketing Performance Of Pia Japanan Cake Business. International Journal Of Humanities Education and Social Sciences (IJHESS), 2(3), 894–902. https://doi.org/10.55227/ijhess.v2i3.320

Palomba, A. (2021). How Consumers’ Personalities, Lifestyles and Demographics Predict SVOD Genre and SVOD Platform Consumption. Journal of Contemporary Marketing Science, 4(3), 362–384. https://doi.org/10.1108/jcmars-06-2021-0020

Pranoto, Listyorini, H., & Mistriani, N. (2022). Using Authenticity Event as a Factor That Affects Event Attendance in Improving Branjang Tourism Village Promotion. Journal of World Science, 1(11), 957–966. https://doi.org/10.58344/jws.v1i11.121

Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2020). Consumers and Artificial Intelligence: An Experiential Perspective. Journal of Marketing, 85(1), 131–151. https://doi.org/10.1177/0022242920953847

Puspita, D. (2024). Perbedaan Structural Equation Model (SEM) dan Partial Least Square (PLS).

Sugino, M. (2020). The Economic Effects of Equalizing the Effective Carbon Rate of Sectors: An Input-Output Analysis. 197–215. https://doi.org/10.1007/978-981-15-6964-7_11

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan RD. https://elibrary.stikesghsby.ac.id/index.php?p=show_detail&id=1879&keywords=

Thabroni, G. (2021). Variabel Penelitian: Pengertian, Jenis, Penjelasan & Contoh.

Wulandari, T. A., & Assidiq, M. I. (2023). Influencer Marketing Strategy of Start-Up Company as the Provider of Fast-Moving Consumer Goods (FMCG) Products in Indonesia. Journal of Eastern European and Central Asian Research (Jeecar), 10(4), 569–579. https://doi.org/10.15549/jeecar.v10i4.1365

Xendit. (2019). Semua Hal tentang Field Marketing yang Harus Anda Ketahui. https://www.xendit.co/id/blog/semua-hal-tentang-field-marketing-yang-harus-anda-ketahui/

Zeini, C. C. (2024). Key Influencing Factors on Ticket Purchase Decision. Jurnal Manajerial. https://doi.org/10.30587/jurnalmanajerial.v11i02.7037