Pengaruh Potongan Harga Dan Paket Bonus Terhadap Pembelian Impulsif Pada Konsumen Indomaret

Abstract

This study aims to determine how price discounts and bonus pack affect impulse buying among consumers of Indomaret on Jl. Taman Solo, Cempaka Putih Raya, Central Jakarta. The population in this study were all customers of Indomaret on Jl. Taman Solo, Cempaka Putih Raya, Central Jakarta. The sample consisted of 115 respondents, which was obtained through the Accidental Sampling technique. Data collection was carried out through a questionnaire containing 23 statements given to each respondent. Based on hypothesis testing using the t test, it is known that price discounts and bonus pack have a positive and significant effect on impulse buying. While the f test results show that all the independent variables in this study have a significant effect on impulse buying. The value of R Square is 0.281, which means that the effect of variable X (price discount and bonus pack) on variable Y (impulse buying) is 28.1%, with the remaining 71.9% influenced by other variables not examined in this study.