PENGARUH BONUS PACK DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING PADA KONSUMEN GIANT HYPERMARKET DIPONEGORO SURABAYA

YESSICA  TRI AMANDA P

doi:10.26740/jptn.v3n2.p%p

PENGARUH BONUS PACK DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING PADA KONSUMEN GIANT HYPERMARKET DIPONEGORO SURABAYA

Authors

YESSICA TRI AMANDA P

DOI:

https://doi.org/10.26740/jptn.v3n2.p%25p

Abstract

Meningkatnya pendapatan dan perubahan gaya hidup konsumen menyebabkan ritel modern gencar melakukan promosi penjualan untuk menimbulkan impulse buying. Penelitian ini bertujuan untuk membuktikan pengaruh bonus pack dan price discount terhadap impulse buying pada konsumen Giant Hypermarket Diponegoro Surabaya. Data primer dikumpulkan melalui penyebaran angket kepada 375 orang responden. Teknik analisis yang digunakan adalah Regresi Linier Berganda. Berdasarkan hasil analisis yang menguji bonus pack dan price discount terhadap impulse buying pada konsumen Giant Hypermarket Diponegoro Surabaya, dapat disimpulkan bahwa bonus pack dan price discount berpengaruh terhadap perilaku impulse buying pada konsumen Giant Hypermarket Diponegoro Surabaya, dengan bonus pack sebagai variabel yang paling dominan.

Kata kunci : Bonus Pack, Price Discount, Impulse Buying, dan Giant Hypermarket

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Published

2015-06-11

How to Cite

TRI AMANDA P, Y. (2015). PENGARUH BONUS PACK DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING PADA KONSUMEN GIANT HYPERMARKET DIPONEGORO SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 3(2). https://doi.org/10.26740/jptn.v3n2.p%p

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Issue

Vol. 3 No. 2 (2015)

Section

Articles

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