Abstract:

This study provides meaningful insights into impulse buying behavior within the context of Grandlucky Supermarket; however, several limitations must be acknowledged. The research utilized a relatively small sample of 85 respondents obtained through convenience sampling, which restricts the generalizability of the findings to a wider population. The sample’s demographic profile was predominantly composed of young adults and students, potentially limiting applicability to other age or occupational groups. Additionally, the study focused on a single retail brand, which constrains the transferability of the results to other retail settings such as discount stores or luxury outlets. The reliance on self-reported online questionnaires also raises concerns about potential response bias. Future studies are encouraged to employ larger and more diverse samples to strengthen external validity. Replication across various retail formats would clarify contextual differences in how store atmosphere and brand image influence impulse buying. Moreover, incorporating additional variables such as consumer personality traits, emotional states, and promotional impacts could yield a deeper understanding of the psychological drivers behind unplanned purchases. Finally, combining observational methods with survey techniques is recommended to provide more objective and comprehensive insights into consumer behavior