Mochamad SOELTON, Yanto RAMLI, Tri WAHYONO, Eko Tama Putra SARATIAN, Chairiel OKTAVIAR, Muhammad MUJADID / Journal of Asian Finance, Economics and Business Vol 8 No 3 (2021) 0575–0584 575 575 Print ISSN: 2288-4637 / Online ISSN 2288-4645 doi:10.13106/jafeb.2021.vol8.no3.0575 The Impact of Impulse Buying on Retail Markets in Indonesia Mochamad SOELTON 1 , Yanto RAMLI 2 , Tri WAHYONO 3 , Eko Tama Putra SARATIAN 4 , Chairiel OKTAVIAR 5 , Muhammad MUJADID 6 Received: November 20, 2020 Revised: January 26, 2021 Accepted: February 03, 2021 Abstract This research aims to examine and analyze the impact of customer shifting behavior on the shopping emotion. Based on impulse buying, customers tend to behave recently based on the constructed variables of impulse buying, outlet ambience, hedonic shopping value utilitarian shopping value, and shopping emotion. This study employs samples/survey data of the population consisted of Asian women parents in Indonesia. The survey data of this research is based on observations using time series with cross-section/one-shot, which was done in 2019. The results indicate that variable outlet ambience, hedonic shopping value, and shopping emotion have a positive and significant impact on impulse buying. Whereas the utilitarian shopping value variable has a positive but not significant relationship against impulse buying. There is a positive influence between ambience outlets and utilitarian shopping value on shopping emotion. The variable hedonic shopping value has a negative and not significant relationship towards shopping emotion. The finding of this study suggests that both the retail stores and even the superstores must pay more attention to the design of outlet ambience to create the hedonic shopping value and eventually may attempt the attention of the impulse buying customers. Keywords: Impulse Buying, Outlet Ambience, Hedonic Shopping Value, Utilitarian Shopping Value, Shopping Emotion JEL Classification Code: L11, L16, M31, N15 economic aspects in mind. Many companies that focus on the customer goods business have been developing to match with the customer behavior (Ramli et al., 2020). The economic growth and development of a country is also influenced by several economic activities, such as trade and customer purchase. The role of the trade sector in the national economy is very significant, both in quantity and quality (Puspaningrum, 2020; Rejekiningsih, 2004). In terms of quantity, the importance of the role of the trade sector can be seen from the increased contribution of the Gross Domestic Product (GDP) to the trade sector in the National Income (Kussudyarsana et al., 2018). The retail industry is one of the strategic industries for the development of the Indonesian economy; in this case, retail contributes greatly to the Gross Domestic Product (GDP) and also absorbs a large amount of labor (Ramli & Soelton, 2018; Soliha & Euis, 2008). The development of a modern retail business in Indonesia is based on the format of mass products or supermarkets which started from the first department store in Sarinah Department Store, established in 1962. In 2000 the modern retail business began to grow with the existence of several Indonesian supermarkets from various retail from foreign 1. Introduction One of the changes in human life is the customer buying behavior shifting process, change also happens with the 1 First Author and Corresponding Author. Lecturer, Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia [Postal Address: Jalan Meruya Selatan Nno. 1, Kel. Meruya Selatan, Kembangan, Jakarta Barat, DKI Jakarta, 11650, Indonesia] Email: soelton@mercubuana.ac.id ; ibrahem.soelton@gmail.com 2 Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia 3 Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia 4 Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia 5 Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia 6 Faculty of Economic and Business, Universitas Mercu Buana, Jakarta, Indonesia © Copyright: The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.