Marketing and Business Strategy

From Vibes to Purchase: The Emotional Bridge Between Promotion, Atmosphere, and Impulse Shopping

Muhammad Ananda Fathorozi, Amin Mansur — Tue, 12 May 2026 00:00:00 +0700

This study examines the effect of Promotion and Store Atmosphere on Impulsive Buying with Positive Emotions as a mediating variable. Using a quantitative, associative approach, data were collected from 100 Lion Superindo consumers via purposive sampling and analyzed using Partial Least Squares (PLS-SEM). The findings show that Promotion and Store Atmosphere have a positive and significant effect on Positive Emotions. Promotion does not directly influence Impulsive Buying, whereas Store Atmosphere has a positive, significant effect on it. Furthermore, Positive Emotions significantly mediate the relationship between Promotion and Impulsive Buying, but not between Store Atmosphere and Impulsive Buying. The R-square value indicates moderate explanatory power, suggesting that other external factors may also influence the model. Managerially, retail managers should enhance promotional strategies that evoke positive emotions and design store atmospheres that improve customer comfort to stimulate spontaneous purchasing behavior. These results highlight the importance of emotional factors in bridging marketing stimuli and consumer impulsive buying behavior, providing strategic insights for retailers to improve customer engagement and sales performance.

What Really Builds Competitive Advantage in Creative Culinary MSMEs? The Dominance of Operational Capabilities

Yuaniko Paramitra, Fatimah Fatimah, Fajar Cahyo Utomo — Sun, 24 May 2026 00:00:00 +0700

This study analyzes the influence of entrepreneurial marketing and operational capabilities on competitive advantage among coffee shop MSMEs in Bekasi City. Increasing competition in the culinary industry, particularly the food and beverage sector, encourages MSMEs to develop effective strategies to sustain competitiveness. The research employed a quantitative approach using questionnaire data collected from coffee shop MSME owners in Bekasi City. Data analysis included multiple linear regression, t-tests, F-tests, and correlation analysis. The results indicate that entrepreneurial marketing and operational capabilities positively and significantly affect competitive advantage. However, operational capability demonstrates a stronger influence than entrepreneurial marketing. This finding suggests that competitive advantage in the coffee shop industry depends not only on marketing creativity but also on operational consistency, service quality, efficiency, and the ability to meet customer expectations. Consumers place greater value on product quality and service experience, making operational excellence a critical factor for long-term competitiveness. The study highlights a shift in MSME competitive strategies from marketing orientation toward stronger operational capability development. Therefore, coffee shop MSMEs should strengthen internal operational systems, employee competence, and service efficiency while continuing innovative marketing efforts to achieve sustainable competitive advantage.

Impact of Product Variety on Repurchase Decisions: The Mediating Role of Customer Satisfaction

Wafi Ega Bhagaskara, Muslikh — Mon, 25 May 2026 00:00:00 +0700

This study aims to analyze the influence of product variation on repurchase decisions for Woven Coffee products, with customer satisfaction serving as a mediating variable. The research employed a quantitative approach, with 90 respondents selected through purposive sampling, and data collected via questionnaires. The data were analyzed using the Partial Least Squares (PLS) method. The results indicate that product variation has a positive and significant effect on customer satisfaction, and customer satisfaction positively and significantly influences repurchase decisions. Moreover, product variation directly has a positive and significant impact on repurchase decisions, whereas customer satisfaction does not mediate this relationship. These findings suggest that customers are more likely to make repeat purchases when they perceive a high level of product variety, regardless of satisfaction mediation. The managerial implications emphasize the importance of developing innovative, diverse product assortments to attract and retain customers, as well as of improving the customer experience to enhance loyalty. Future research is recommended to include additional variables and a larger sample to understand better the factors influencing repurchase behavior.