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.本研究采用描述性关联研究设计（descriptive–associative research design），研究者干预程度极低。研究数据通过改编自既往研究测量工具的问卷收集。本次研究在自然非操控场景下开展，受访对象均曾拥有便利店购物经历。本研究采用横断面研究设计，即所有数据均于单一时间点完成采集。 本次研究的样本为居住于雅加达茂物丹格朗勿加泗都会区（Jabodetabek）、年满18周岁且过去一个月内曾在Indomaret或Alfamart消费的迷你超市消费者。之所以选取Jabodetabek作为调研区域，是因其具有高度代表性——该区域聚集了印尼规模最大的现代迷你超市门店集群。参与者招募采用非概率抽样法，具体为便利抽样（convenience sampling）。本研究的目标样本量为206份，该样本量依据30~500的推荐样本量范围确定，同时契合偏最小二乘结构方程模型（PLS-SEM）等复杂多变量分析的经验法则要求（Memon等，2020）。此外，该目标样本量也满足Hair等（2019）提出的最低要求：样本量至少为测量题项（共37题）的5倍以上。确定该样本量旨在保障多变量分析具备足够的效度与信度。 数据采集工作于2025年7月至9月通过线上问卷开展。本次调研共回收309份问卷，经筛查后最终保留260份有效问卷用于后续分析。