PENGARUH PRICE DISCOUNT DAN BONUS PACK TERHADAP IMPLUSE BUYING

Abstract

Penelitian ini bertujuan untuk menguji pengaruh price discount dan bonus pack terhadap impluse buying pada pelanggan Alfamart Jl. Udayana Singaraja. Penelitian ini menggunakan desain penelitian kuantitatif kausal. Subjek penelitian ini adalah pelanggan Alfamart Jl. Udayana Singaraja dan objek dalam penelitian ini adalah price discount, bonus pack dan impluse buying. Sampel dalam penelitian ini sebanyak 75 responden yang ditetapkan dengan accidental sampling. Data dikumpulkan dengan kuesioner, serta dianalisis dengan analisis regresi linier berganda yang dibantu program SPSS versi 20 for windows. Hasil penelitian ini menunjukkan bahwa (1) price discount dan bonus pack berpengaruh secara signifikan terhadap impluse buying (2) price discount berpengaruh positif dan signifikan terhadap impluse buying dan (3) bonus pack berpengaruh positif dan signifikan terhadap impluse buying pada pelanggan Afamart Jl. Udayana Singaraja.
Kata Kunci : bonus pack, impluse buying, price discount

This study aims to examine the effect of price discount and bonus pack on impluse buying on Alfamart customers Jl. Udayana Singaraja. This study uses a quantitative causal research design. The subject of this study is Alfamart customers Jl. Udayana Singaraja and the objects in this study were price discount, bonus pack and impluse buying. The sample in this study was 75 respondentswho were determited by accidental sampling. Data were collected by questionnaire, and analyzed by multiple linear regression analysis assisted by SPSS version 20 for Windows. The results of this study indicate that (1) price discount and bonus pack significantly influence impluse buying (2) price discount has a positive and significant effect on impluse buying and (3) bonus pack has a positive and significant effect on impluse buying on Afamart customers Jl. Udayana Singaraja.
keyword : bonus pack, impluse buying,price discount