THE INFLUENCE OF PRICE DISCOUNT, BONUS PACK, AND IN-STORE DISPLAY ON IMPULSE BUYING DECISION IN HYPERMART KAIRAGI MANADO
ABSTRACT: Impulse buying is an
unplanned purchase or spontaneous behavior which a shopper makes but has not
planned in advance. This happens in consumers who will shop which carry out the
purchase decision of goods in the store without planned it. Impulse buying can
be affected from any kind of promotion conducted by a retail store. This
research object is to know the influence of price discount, bonus pack, and in-store
display on impulse buying decision. The sample of this research is consumers
who make shopping in Hypermart Kairagi Manado on weekend around 2pm–9pm, as
many as 90 respondents. The method used is Multiple Regression Analysis. Ftest
and ttest used to determine simultaneous influence and partial influence of all independent
variables to dependent variable. The result shows that price discount, bonus
pack, and in-store display have significant influence on impulse buying
decision simultaneously. Bonus pack and in-store display have significant
influence partially on impulse buying decision while price discount has partial
influence but no significant on impulse buying decision. Hypermart Kairagi
Manado should maintain and improve the marketing strategies which is sales
promotion in terms of promotional tools especially to price discount in order
to attract more consumers make an impulse buying.
Author: Rivie C. T. Waani,
Willem J.F. Alfa Tumbuan
Journal Code: jpmanajemengg150080
