ANALYSIS OF THE INFLUENCE OF PRICE DISCOUNTS, BONUS PACKAGES AND LAYOUT ON THE BUYING IMPULSE OF INDOMARET JALAN SULTAN KAHARUDDIN SUMBAWA BESAR

Abstrak

This research examines whether price discounts, bonus packages, and store layouts can influence impulse buying. Research data was collected using a questionnaire distributed to 75 respondents addressed to Indomaret consumers on Jalan Sultan Kaharuddin using the Purposive Sampling method to determine the responses of each respondent. The data analysis technique used is Multiple Linear Regression to prove the research hypothesis. This research aims to determine whether or not price discounts, bonus packages, and store layouts influence impulse buying. The type of research used is causal associative research with a quantitative approach. The data collection method is a survey method using primary data collected through an online questionnaire. The population in this study consisted of Indomaret consumers of Jalan Sultan Kaharuddin, with a research sample of 75 people. The analytical tool used is multiple linear regression using SPSS version 25. The results of the analysis show that (1). Price discounts have a positive effect on impulse buying (2). Bonus packages have a significant effect on impulse buying (3). Store layout has a significant effect on impulse buying.