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Abstract:
Indonesia as a captive
market makes it an attraction for many retail entrepreneurs, both national and
international, to compete for the existing market gaps so that competition
becomes very tight, especially the frozen processed food product retail
industry (Frozen Food), which has its own market gap, especially after the
Covid-19 pandemic. Market anticipation and a good understanding of consumers
related to how their buying behavior is very decisive for business entities
that will enter the frozen food retail industry and for this reason,
significant research is needed to determine their buying behavior. This study aims to analyze
the effect of store atmosphere on impulse buying with time availability as
moderation and to analyze the effect of product diversity on impulse buying
with time availability as moderation by using a sample of consumers who shop at
Minamart Gresik Outlets. The study used a research sample of 150 respondents
with Structural Equation Modelling-Partial Least Square as a tool for testing
the hypothesis. The results of this study indicate that all the
hypotheses proposed have a significant effect on impulse buying moderated by
the time availability variable.
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