Pengaruh Discount Terhadap Perilaku Impulse Buying pada Ria Busana Jl.Gatot Subroto

Abstract

In business, promotion is one thing that’s needed. One type of promotion has been very widely used is the provosion of discount.The company expects with the discount can increase sales and with the discount will also create consumer response, in the form of impulse buying behaviour or purchase made without a plan in advance by the consumer. This research entitled Effect Of Discount On Impulse Buying Behaviour (Study Ini Ria Busana Jl.Gatot Subroto). The purpose of this study was to determine the effect of dicount on the behaviour of impulse buying on consumer Ria Busana jl.Gatot Subroto. This research is a kind of research is associative by using a quantitative approach. Samples in this study amounted to 97 people. Data collection techniques in this research is by distributing questionnaires to the respondents who are consumers Ria Busana jl.Gatot Subroto. Mechanical scoring in this research is by using likert scale. Data analysis technique used is the test instrument is the validity and realibility test and normality test data. The analytical method used is simple linear regression, hypothesis testing (t test) and test the coefficient of determination (R2) The results showed that Ha is accepted and H0 is rejected, this shows that the discount positive and significant effect on the behaviour of impulse buying in the consumer Ria Busana Jl.Gatot Subroto, and its influence is by 15,4% while the rest influenced by other variables.