BAB V KESIMPULAN
5.2 Keterbatasan Penelitian dan Saran
Hasil analisis, pembahasan, implikasi manajerial, dan kesimpulan dari penelitian ini dapat dijadikan saran untuk perusahaan PT. Duta Intidaya Tbk.
Meskipun penelitian ini masih memiliki kekurangan dan keterbatasan sehingga masih memerlukan penyempurnaan untuk penelitian dimasa yang akan datang.
Oleh karena itu berikut beberapa saran yang dapat diberikan kepada perusahaan PT. Duta Intidaya Tbk dan untuk peneliti selanjutnya sebagai berikut:
1. Bagi Perusahaan PT. Duta Intidaya Tbk
a. Meningkatkan social interaction didalam toko dengan cara membuat pegawai menjadi lebih friendly kepada konsumen muda, karena konsumen muda cenderung lebih belanja secara impulsive ketika berbelanja ditemani atau adanya kehadiran orang lain.
b. Meningkatkan ketersediaan barang atau produk baru didalam toko atau harus inovatif dalam mengupdate produk, karena konsumen muda belanja secara impulsive ketika menemukan hal yang baru atau hal yang unik. Konsumen muda mengikuti trend make-up yang terus berubah.
c. Meningkatkan kemungkinan terjadinya appraise dari orang lain, misalnya dengan membuat karyawan memuji konsumen muda atau menyarankan suatu produk kepada konsumen muda. Karena konsumen muda terbukti ketika dipuji atau disarankan suatu produk oleh orang lain cenderung langsung membelinya tanpa berfikir dua kali.
d. Meningkatkan kemungkinan terjadinya rasa escapism atau pelarian pada konsumen muda, misalnya dengan melakukan demo produk bersama influencer pada saat weekdays. Karena konsumen muda melakukan impulsive buying disebabkan oleh rasa ingin
melepaskan rasa bosan, dan ingin lupa dari segala masalah atau tugasnya sejenak.
e. Membuat tampilan toko lebih aestetik lagi dimata konsumen.
Karena konsumen muda memiliki ketertarikan yang tinggi terhadap keastetikan suatu toko. Semakin aestetik sesuatu toko akan membuat konsumen muda mengunjungi dan membuatnya betah berlama-lama yang akhirnya menimbulkan impulsive buying.
Meskipun memang keastetikan tidak dapat diukur secara objektif.
2. Bagi Peneliti Selanjutnya
Bagi peneliti selanjutnya disarankan untuk menguji kembali penelitian ini namun tanpa variabel moderasi task definition, pada objek/produk fashion tipe kosmetik high-end seperti Sephora untuk melihat apakah pola yang sama juga terjadi. Kemudian karena penelitian ini menggunakan cross sectional data maka penelitian berikutnya dapat menggunakan data time series untuk melihat bagaimana perilaku impulsive buying pada konsumen muda dari waktu ke waktu.
Lebih jauh lagi dengan berkembangnya belanja online, penelitian selanjutnya dapat menguji kembali penelitian ini pada tipe toko online untuk melihat bagaimana perilaku konsumen muda melakukan impulsive buying pada toko online. Kemudian membandingkan bagaimana perbedaan pola belanja konsumen muda pada toko online dan toko offline.
Sample penelitian diperluas lagi seperti membandingkan bagaimana perilaku impulsive buying pada konsumen muda Indonesia dan di Negara
lainnya, apakah pola yang sama juga terjadi. Berdasarkan hal tersebut diharapkan penelitian impulsive buying dimasa yang akan datang dapat mengukur, menganalisa, dan menghasilkan hasil penelitian yang lebih baik dan bermanfaat.
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Kuisioner Penelitian
Novelty
Fun
Escapism
Desire for Visual Aesthetics Time Availability
Novelty