Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying

(Survei Pada Konsumen Alfamart di Kota Tasikmalaya)

Authors

  • Fitria Lestari Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Perjuangan Tasikmalaya
  • H. Cece Rakhmat Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Perjuangan Tasikmalaya
  • Depy Muhamad Pauzy Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Perjuangan Tasikmalaya

Abstract

This study aims to determine the simultaneous and partial effects between Price Discount and Bonus Packs on Impulse Buying on Alfamart Consumers in Tasikmalaya City. The research method used is a survey method with a quantitative approach. The sampling technique uses a non-probilin sampling method with a sample of 100 people. The data collection technique uses an online questionnaire. The data used is primary data. The analytical tool used in this study is multiple regression using SPSS 24 The results showed that simultaneously the price discount and the bonus pack had a significant effect on impulse buying. Partially, the price discount had a significant effect on impulse buying. Partially, the bonus pack had a significant effect on impulse buying.

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References

Alfamart. 2020. https://alfamart.co.id/ (Diakses pada tanggal 16 November 2021).

Belch, G. E. & Belch, M. A. 2009. Advertising and Promotion: An Integrated Marketing Communication Perspective. 8th Edition. New York: Pearson Education.

Kotler, P & Keller, K. 2016. Marketing Managemen, 15th Edition, Pearson Education, Inc.

Mishra, A., dan Mishra, H. 2011. The Influence of Price Discount Versus Bonus Pack on the Preference for Virtue and Vice Foods. Journal of Marketing Research, Vol. 48, No. 1, pp. 196-206

Mowen, J. C & Minor, M. 2002. Perilaku Konsumen. Jakarta: Erlangga.

Sugiyono. 2013. Metode Penelitian Pendidikan. Bandung: Alfabeta.

Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV

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Published

2022-08-21

How to Cite

Fitria Lestari, H. Cece Rakhmat, & Depy Muhamad Pauzy. (2022). Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying: (Survei Pada Konsumen Alfamart di Kota Tasikmalaya). J-CEKI : Jurnal Cendekia Ilmiah, 1(5), 578–581. Retrieved from http://ulilalbabinstitute.com/index.php/J-CEKI/article/view/749

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