IMPULSE BUYING BEHAVIOR IN HIGHER EDUCATION: UNRAVELING THE INFLUENCE OF SITUATIONAL FACTORS

Abstract

In today's consumer-driven society, impulse buying behaviour has become a pervasive phenomenon, influencing purchasing decisions and economic patterns across the globe. This study examines how situational factors, including store environment, product attributes, social surroundings, and accessibility variables, impact the impulse buying behaviour of students at Universiti Teknologi MARA (UiTM) Kedah. Data was collected from 100 students using self-administered questionnaires and analysed using SPSS statistical software. The results revealed that three variables significantly influence students' impulsive buying tendencies. The goal of this study is to gain a deeper understanding of these situational factors contributes to the development of strategies aimed at promoting responsible purchasing habits and mitigating the potential negative consequences of impulsive buying in the digital era for UiTM Kedah students. By recognizing the drivers behind impulsive buying behaviour, educators and marketers can devise targeted interventions that encourage informed decision- making and equip students with the necessary skills to navigate impulsive buying temptations effectively. This research provides valuable insights for UiTM Kedah in addressing the challenges associated with impulsive buying behaviour among students in an ever-changing consumer landscape.