The Effects of Discounts and Bonus Packs on Impulse Buying for Consumers of Ramayana Flobamora Mall Kupang
DOI:
https://doi.org/10.61106/jpms.v2i1.23Keywords:
discount, bonus packs, impulse buying, retailAbstract
This research aims to determine the effect of discounts and bonus packs on unplanned purchasing behavior (impulse buying) among consumers of Ramayana Flobamora Mall Kupang. The type of research used in this research is a quantitative research method with an associative approach. The population in this research are consumers who have made purchases at Ramayana Flobamora Mall Kupang. The sampling technique was carried out using purposive sampling, obtaining a sample of 117 people. Data was collected using a questionnaire, then analyzed using multiple linear regression analysis with the help of Statistical Product and Service Solution (SPSS) 22.0 for Windows. Based on analysis tests on research results, the following results can be obtained: (1) discounts (X1) partially have a significant effect on impulse buying as evidenced by the t-count value of 7.409 > t-table 1.980 and the significance value of 0.000 < 0.05, (2) The bonus pack (X2) partially has no significant effect on impulse buying as evidenced by the t-count value of 1.302 < t-table 1.980 and the significance value of 0.195 > 0.05, (3) discount (X1) and bonus pack (X2) simultaneously (altogether) influence consumer impulse buying at Ramayana Flobamora Mall Kupang with an F-count value of 53.990 > F-table 3.08 and a significance value of 0.000 < 0.05.
Downloads
References
Baruno, A. D., & Novriza Annisa Sulistydea, N. (2021). Experiential Marketing, Sales Promotion, and Price Discount Analysis on Electronic Product Buying Decision. Ekspektra: Jurnal Bisnis dan Manajemen, 5(2), 78-89.
Blakeman, R. (2023). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Bunyamin, B., Manda, H., & Hadidu, A. (2021). Analysis of lifestyle, price discount and product quality on impulsive buying in issue clothing store. Jurnal Inovasi Penelitian, 2(1), 213-220.
Moleong, L. (2010). Metode peneltian. Jakarta: Rineka Cipta.
Noor, Z. Z. (2020). The Effect Of Price Discount And In-Store Display On Impulse Buying. Sosiohumaniora, 22(2), 133-139.
Pahala, I., Hasanah, N., Khairani, R., & Musyaffi, A. M. (2021). The Quality Effect of Service, Perception, Taxpayer Motivation of The Interest of Using Tax Consultant Services. Quality-Access to Success, 22(185).
Rahayu, N. (2020). Implementasi Strategi Marketing mix dalam pemasaran jasa pendidikan di TK Negeri 2 Yogyakarta. QURROTI, 2(1), 80-101.
Rahmadi, Y. (2020). Pengaruh Price Discount, Bonus Pack Dan Kualitas Pelayanan Terhadap Impulse Buying Konsumen Di Fashion Ritel Suzuya Mall Banda Aceh Ditinjau Dari Perspektif Ekonomi Syariah UIN AR-RANIRY].
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3-41.
Rohmatin, N. (2020). Pengaruh Potongan Harga dan Bonus Pack Terhadap Pembelian tidak Terencana (Studi Kasus di Alfamart Kabupaten Madiun) IAIN Ponorogo].
Samma, S. A. M. K., Asdar, M., & Hamid, N. (2023). THE INFLUENCE OF PRICE DISCOUNTS, BONUS PACKS, AND IN-STORE DISPLAYS ON CONSUMER IMPULSE BUYING BEHAVIOR DECISIONS AT HYPERMART MALL PANAKKUKANG MAKASSAR. Accounting Profession Journal (APAJI), 5(1), 129-137.
Sari, M., Rachman, H., Astuti, N. J., Afgani, M. W., & Siroj, R. A. (2023). Explanatory Survey dalam Metode Penelitian Deskriptif Kuantitatif. Jurnal Pendidikan Sains Dan Komputer, 3(01), 10-16.
Sherlin, I., Budaya, I., & Bustami, E. (2022). Price discount, bonus pack, and hedonic value towards online shop impulse buying: a case study on private college students in sungai penuh city. JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW, 5(2), 242-247.
Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The impact of impulse buying on retail markets in Indonesia. The Journal of Asian Finance, Economics and Business, 8(3), 575-584.
Soo Ong, B., Nin Ho, F., & Tripp, C. (1997). Consumer perceptions of bonus packs: an exploratory analysis. Journal of Consumer Marketing, 14(2), 102-112.
Sugiyono, P. (2010). Metode Peneliian. Kuantitatif, Kualitatif, Dan R&D.
Tloim, A., & Benu, Y. (2023). The Comparison of Service Quality Between Alfamart and Indomaret Minimarket in Kupang City. Journal of Practical Management Studies, 1(2), 30-37.
Utami, W. N., & Juanda, T. A. (2022). The Effect Of Price Discount And Electronic Word Of Mouth On Impulse Buying At Marketplace Shopee: Study on Students of Universitas Indonesia Membangun Bandung. Journal of Business and Management Inaba (JBMI), 1(02), 136-152.
Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: An integrative self-regulation approach. Journal of Consumer Policy, 34, 197-210.
Wulandari, N. (2020). Pengaruh Potongan Harga (Price Discount) Terhadap Keputusan Impulse Buying Pada Perusahaan Ritel Jumbo Mart UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU].
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Yelda Zacharias, Hans Lao
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
