Author(s): Amelda Pramezwary, Juliana, Rudy Pramono, Jimmy Muller Hasoloan Situmorang, Sheren Laurensia Salim & Felicia Christina
Consumers experience a sudden, often powerful, and persistent urge to buy something immediately. The drive to buy is complex and may stimulate emotional conflict. Impulsive purchases tend to occur with less concern and consequence. The research objective was to analyze the effect of applying the new normal era on price and promotion and analyze the effect of price and promotion on impulsive purchases to examine the indirect impact of applying the new normal era on impulsive purchases.Based on the findings of this study and the perceived risk theory, a research framework on customer psychology from an impulsive buying perspective has been developed. P.L.S. was used to collect data from 132 respondents. The structural equation modeling was carried out. In addition, a hierarchical regression model was demonstrated for testing the mediating effects. The results indicate that the application of the new normal era has a positive and significant effect on the room prices of five-star hotels the implementation of the new normal era has no significant effect on promotions, the room prices have an impact on impulsive buying, the promotion has a positive effect and significant towards impulsive buying, there is an indirect and significant influence on the application of the new normal era to impulsive buying.