Efek Discount Price dan Bonus Pack Produk Terhadap Impulse Buying pada Konsumen dalam Belanja Offline di Transmart Carrefour Jalan Gatot Subroto Kota Medan

Abstract

The many conveniences available today make consumer behavior also change. Today's modern consumers love everything that is practical, including shopping. The rise of online shopping trends has made the retail industry less attractive to consumers. Consumers prefer to shop online rather than directly, causing a decline in sales in retail. This study aims to analyze how the effect of discount price and bonus pack on impulse buying on consumers in offline shopping at Transmart Carrefour Jalan Gatot Subroto Medan City. The effect of discount price and bonus pack on impulse buying will be analyzed partially through the T test and simultaneously or together through the F test. This form of research is quantitative research with an associative approach. Sampling was done through purposive sampling technique with a sample size of 100 respondents. Primary data in this study were obtained through distributing questionnaires directly and form to respondents while secondary data were obtained through literature studies in the form of books, journals, and theses. The data analysis methods used in this study, namely validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. Based on the research tests that have been carried out, the results show that the discount price variable (X1) partially has no effect on impulse buying (Y) while the bonus pack variable (X2) partially affects impulse buying (Y). However, discpunt price and bonus pack simultaneously affect impulse buying. The determination coefficient test shows that there is a fairly close relationship between the discount price and bonus pack on impulse buying with an R value of 0.400. Through the adjusted R Square value, it can also be seen that the discount price and bonus pack variables contribute 16% to impulse buying, while the remaining 84% is influenced by other variables that are not in this study.