Decoding Impulse Buying in Convenience Stores

This study adopted a descriptive–associative research design with minimal researcher interference. Data were gathered through a questionnaire adapted from measurement instruments used in prior studies. The research was carried out in a natural, non-contrived setting and involved respondents who had previous shopping experience at convenience stores. The study employed a cross-sectional approach, meaning that all data were collected at a single point in time.

The sample comprised minimarket consumers aged 18 years and above who resided in the Jabodetabek region and had made purchases at Indomaret or Alfamart within the past month. Jabodetabek was selected due to its high representativeness, given that it hosts the largest concentration of modern minimarket outlets in Indonesia. A non-probability sampling technique, specifically convenience sampling, was used for participant selection. The targeted sample size was 206 respondents, determined based on recommended guidelines suggesting sample sizes between 30 and 500, along with the rule of thumb for complex multivariate procedures such as PLS-SEM (Memon et al., 2020). This target also exceeded the minimum requirement of at least five times the number of measurement items (37 items), as suggested by Hair et al. (2019). The sample size determination aimed to ensure adequate validity and reliability for multivariate analysis.

Data collection took place between July and September 2025 via an online survey. A total of 309 responses were obtained, and after screening, 260 valid questionnaires were retained for subsequent analysis.