The Influence of Momentum Marketing and Bundling Strategies on Impulsive Buying of Eth. Coffee Consumers During the Indonesia National Team Watch Party Event in the 2026 World Cup Qualifiers

Abstract

This study aims to analyze the effect of Momentum Marketing and Bundling Strategy on the impulsive buying of Eth.Coffee consumers in the context of watching Indonesia's national team play in the 2026 World Cup qualifiers. The background of this study is based on the phenomenon of increasing coffee consumption and the trend of watching events together as a potential social arena that can be utilized by local coffee businesses to increase sales. Momentum-based and bundling marketing strategies are considered powerful in shaping emotional perceptions and economic value in the eyes of consumers. This study employs survey and case study approaches in a quantitative manner.  Customers of Eth. Coffee who had attended the watching party were handed questionnaires, which were distributed using random sampling in order to gather data.  Validity and reliability tests, correlation, simple linear regression, and multiple linear regression using SPSS software were among the data analysis methods employed.  The study's findings indicate that, in part, Momentum Marketing and Bundling Strategy each have a significant effect on Impulsive Buying, contributing 29,4% and 27,3%, respectively. Simultaneously, these two independent variables have a 30,8% effect on the purchase decisions of Eth.Coffee consumers. These findings reinforce the relevance of the Stimulus-Organism-Response (S-O-R) theory, the Hierarchy of Effects (HoE) which explains the stages of awareness to purchase, and the Theory of Planned Behavior (TPB) which emphasizes the role of attitudes, subjective norms, and behavioral control in influencing consumer decisions and impulsive buying. Thus, it can be concluded that momentum-based and bundling strategies are effective approaches in increasing impulsive buying, especially in the context of social events such as movie screenings held by Eth.Coffee. It is anticipated that this study would theoretically and practically aid in the creation of marketing strategies for MSMEs and the coffee sector.