Determinasi Impulsive Buying Behavior pada Konsumen Karangan Bunga: Tinjauan Sistematis terhadap Faktor Emosional dan Visual Produk

Abstract

Consumer behavior regarding floral arrangements is an evolving trend in the digital era, where impulsive purchasing decisions are heavily influenced by symbolic value, economic factors, and visual stimuli. This study aims to identify the characteristics of impulsive buying and explore the impact of emotional factors and product visualization on impulsive purchase decisions among consumers of floral arrangements. A systematic literature review utilizing the PRISMA approach was conducted, synthesizing 15 empirical studies from various academic databases. The review reveals that impulsive purchases of floral products tend to be spontaneous, hedonic, and symbolic in nature, imbuing each transaction with unique value and meaning. Emotional factors play a crucial role as both a primary driver and a mediating variable linking external stimuli to purchase decisions, while product visuals serve as an efficient initial trigger capable of evoking an emotional resonance in consumers. Furthermore, the Stimulus-Organism-Response (SOR) framework proves relevant in detailing the practical interaction between these factors. The study recommends that floral business operators maximize digital marketing by integrating visual quality with experience-based storytelling. It is expected to contribute to the consumer behavior literature by providing a comprehensive synthesis of the factors influencing impulsive purchases of products possessing emotional and symbolic value, while also suggesting future research utilizing more creative designs.