PERAN KELOMPOK ROJALI DALAM MEMODERASI PENGARUH PERSEPSI PRODUK TERHADAP PEMBELIAN IMPULSIF

Hanif Aulawi; Uut Hanafi  Rochman

doi:10.34127/jrlab.v15i2.2317

Authors

Hanif Aulawi Universitas Binawan
Uut Hanafi Rochman Universitas Binawan

DOI:

https://doi.org/10.34127/jrlab.v15i2.2317

Keywords:

Rojali Group, Product Perception, Impulsive Buying, Windows Shopping

Abstract

The rapid growth of the retail industry in Indonesia has also brought about significant changes in consumer behavior, one of which is marked by the rise of window shopping activities. This activity of browsing products without direct intention of purchasing has become part of the consumption patterns of urban communities. This phenomenon, although not always directly impacting sales transactions, has important implications for marketing strategies, brand perceptions, and consumer social interactions. This study examines window shopping as a reflection of the urban middle-class lifestyle and as an indicator of symbolic consumption in the modern marketing landscape. Using a quantitative descriptive approach, this study highlights the social, economic, and psychological dimensions of window shopping and its strategic implications for brand and retail managers. The results show that the Rojali Group plays a significant role in moderating the influence of product perceptions on impulse buying behavior.

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