Abstract
The beauty industry is growing in Indonesia, where there is the emergence of new brands and beauty retails. One of them is Sociolla, a beauty retail which serves local and imported Asian beauty products to the Indonesian market. Impulsive buying behavior is a phenomenon that happens many times when customers want to shop for beauty products. Sociolla also utilizes customers’ tendency to buy impulsively, making it one of their marketing strategies. However, through preliminary survey and observation, it can be seen that Sociolla has dependency on sales promotion to trigger impulsive buying behavior. Therefore, this research aims to find other factors that can influence impulsive buying at Sociolla and to analyze which variables can positively influence impulsive buying at Sociolla. This research uses mixed method, which are qualitative research using interview with 10 respondents and quantitative research using questionnaire. For the research, the respondents must have purchased impulsively at any Sociolla channels in the past 3 months, be 18-30 years old, and located in Jabodetabek or Bandung area using non-probability and purposive sampling. The research is analysed using open coding for the qualitative research and PLS-SEM for the quantitative research. From the qualitative research, new variables are added into the conceptual framework, which are brand trust, packaging, salesperson, store design and various WoM. In the quantitative research consisting of 572 respondents, it is found that internal factors such as hedonic shopping motivation, shopping enjoyment leading to browsing, and brand trust can positively influence impulsive buying from Sociolla. There are also external variables which have a positive influence on impulsive buying at Sociolla such as salesperson and packaging. The results of this research is expected to give insight about marketing strategies which can induce impulsive buying for Sociolla and other similar businesses in the beauty industry.
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