PENGARUH POTONGAN HARGA (DISCOUNT) TERHADAP PEMBELIAN TIDAK TERENCANA (IMPULSE BUYING) (studi pada pengunjung Matahari Department Store Johar Plaza Jember)
ABSTRACT: The purpose
of this research
was to analyze
the response of
impulse buying, response to
discount on Matahari Department store and the effect of discount on impulse buying
on visitors. The
population in were
the visitors at
Matahari Department Store, the number of samples 100 visitors who were
collected by using purposive sampling technique. The analysis technique was
descriptive analysis and the simple linear
regression. The result
of descriptive analysis
shows that the response
of impulse buying
was positive and
the response of
discount was also positive. The
result of simple
linear regression show
that impulse buying
was influenced by discounted
price (discount) on
Matahari Department Store.
The positive results tend to be weak indicated by the results of
adjusted R-square. This mean that the impulse buying in Matahari Department
Store was also influenced by other variables outside of this research.
Keywords: Price, Discount,
impulse buying
Penulis: Indra Bayu Baskara
Kode Jurnal: jpmanajemendd151595
