Pengaruh In-Store Display, Bonus Pack Dan Discount Terhadap Impulse Buying Pada Iwan Swalayan Tenggarong

Penulis

  • Sugeng Raharjo Universitas Kutai Kartanegara
  • Nilam Anggar Sari Universitas Kutai Kartanegara
  • Reski Nur Sapitri Universitas Kutai Kartanegara

DOI:

https://doi.org/10.53640/jemi.v20i2.807

Abstrak

Abstract :

            This study aims to determine and analyze the magnitude of the influence of In-Store Display, Bonus Pack and Discounts on Impulse Buying at Iwan's swalayan in Tenggarong. Respondents who were involved in this study were 94 respondents, while the method used in this study was probability sampling. Namely in-store displays, bonus packs and discounts with 1 dependent. Data collection was carried out by distributing questionnaires and the method of analysis used in this study was multiple linear regression with the help of the SPSS 25 statistics. Based on the results of  testing the first hypothesis regarding the variable in store display, bonus and discount, the effect is received simultaneously. The findings indracle that bonus pack had a partical and significant effect on impulse buying. In store display variables had no significant effect on impulse buying.  The second hypothesis regarding the in store display, the results are rejected with the value (t count = -0.752 < t table = 1.987). the third hypothesis regarding the bonus pack, the result is accepted with the value ( t count = 5.257 > t table= 1.987), the fourth hypothesis regarding the discount is rejected with the value (t count = 0.773 < t table = 1.987). The fifth hypothesis regarding the bonus pack has a dominant effect on impulse buying at iwan swalayan was accepted and proven to be true.

 

Keywords: In-Store Display, Bonus Pack, Discount , Impulse Buying

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Diterbitkan

2020-12-12

Cara Mengutip

Raharjo, S. ., Sari, N. A., & Sapitri, R. N. (2020). Pengaruh In-Store Display, Bonus Pack Dan Discount Terhadap Impulse Buying Pada Iwan Swalayan Tenggarong. JEMI Is Managed and Published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional Legality Is Reflected in the ISSN Number: 1411-9560 Published by LIPI in 2003 As a Manifestation of the Commitment of the Journal of Economics and Management to the Demands of Scientific Culture. Submit Your Best Paper to Be Published With the Indonesian Journal of Economics and Management. Authors Who Wish to Submit Articles to the Journal of Management Economics, Must Comply With the Writing Guidelines. If the Submitted Article Does Not Comply With the Writing Guidelines or Is Written in a Different Format, It Will Be REJECTED by the Editor before Further Review. Editors Only Accept Articles That Meet the Specified Format. Articles Written in Indonesian., 20(2), 68–78. https://doi.org/10.53640/jemi.v20i2.807

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