| dc.description.abstract | Competition in the retail business today is very tight. Currently, most Indonesian people like promotional activities that provide direct benefits to consumers, especially promotional activities in stores. Some of the advantages over this competition are price discount and bonus pack that can create consumer interest in making a purchase.
This study aims to determine how much effect the price discount has on impulse buying, the effect of bonus pack on impulse buying, the effect of in-store displays on impulse buying and the effect of price discounts. bonus packs, and in-store displays together to impulse buying for Indomaret Medan consumers.
This study uses a quantitative method with an associative approach, this research was conducted at Indomaret in Medan City. The time of this research was carried out in October-November 2022. The population used in this study were Indomaret consumers in Medan City. This study used 100 respondents as a sample using purposive sampling as the sampling technique.
The results of this study indicate that the price discount (X1) has a significant effect on impulse buying, then the bonus pack (X2) has a significant effect on impulse buying, after that the in-store display variable (X3) also has a significant effect on impulse buying. variables the price discount, bonus pack and in-store display have a simultaneous effect on impulse buying. The determination test shows that the correlation coefficient (R) is 0.870, where the correlation coefficient shows that the relationship between price discounts, bonus packs and in-store displays towards impulse buying is quite strong. The adjusted R square value or the coefficient of determination indicates that the impulse buying is 65.1% which can be explained by the price discount, bonus pack and in-store display. While the remaining 34.9% is influenced by other variables not included in this study | en_US |
