Pengaruh Potongan Harga, Sampel Produk, dan Pengalaman Pelanggan terhadap Pembelian Impulsif pada Toko Kosmetik Underprice Cabang Jamin Ginting di Kota Medan

Abstract

This research aims to determine and analyze the influence of price discounts, product samples, and customer experience on impulse purchases at the Underprice cosmetics store branch Jamin Ginting in Medan city. This research is quantitative descriptive research and the types of data used in this research are primary data and secondary data. The data analysis method used is quantitative descriptive using multiple linear regression and assistance from SPSS. The population in this research are Underprice Cosmetic Shop consumers who had purchased products at the Underprice Cosmetic Shop with a sample of 100 people. The results of this research show that partially, the variables of price discounts, product samples, and customer experience have a positive and significant effect on impulse purchases at the Underprice cosmetics store branch Jamin Ginting in Medan city. The simultaneous significance test shows that the variables of price discounts, product samples, and customer experience together have a positive and significant effect on impulse purchases at the Underprice cosmetics store branch Jamin Ginting in the Medan city.