Pengaruh Bonus Pack Dan Price Discount Terhadap Impulse Buying Pada Konsumen Pt Lion Super Indo Gerai Antapani Bandung

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh bonus pack dan price discount terhadap impulse buying di PT Lion Super Indo gerai Antapani. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian analisis deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non-probability sampling jenis purposive sampling dengan jumlah responden diambil sebanyak 100 responden yang pernah datang dan membeli di PT Lion Super Indo gerai Antapani. Kemudian untuk pengolahan data untuk analisi regresi linier berganda menggunakan software SPSS versi 22. Berdasarkan hasil uji hipotesis secara keseluruhan menunjukkan bahwa bonus pack dan price discount secara simultan berpengaruh positif terhadap impulse buying di PT Lion Super Indo gerai Antapani dengan nilai sebesar 71.082 lebih besar dari Ftabel yaitu 3,09 dan hasil pengujian hipotesis secara parsial menunjukkan bahwa variabel bonus pack dan price discount memiliki pengaruh terhadap impulse buying. Berdasarkan koefisien determinasi bonus pack dan price discount berpengaruh sebesar 59,1% terhadap impulse buying dan 40,6% sisanya dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Bonus Pack, Price Discount, Impulse Buying, PT Lion Super Indo Abstract This study aims to determine the effect of bonus pack and price discount on impulse buying in PT Lion Super Indo Antapani outlets. The research method used in this research is quantitative with the type of descriptive and causal analysis. Sampling is done by non-probability sampling method of purposive sampling with the number of respondents taken by 100 respondents who ever come and buy in PT Lion Super Indo Antapani outlets. Then for analysis techniques using multiple linear regression analysis and data processing using SPSS version 22. Based on the overall results of hypothesis testing, showed that bonus pack and price discount simultan positive effect on impulse buying in PT Lion Super Indo Antapani outlets with a value of 71.082 greater than Ftable is 3.09 and partial hypothesis testing results indicate that bonus pack and price discounts have an influence on impulse buying. Based on the coefficient of determination, it shows that bonus pack and price discount have effect of 59,1% to impulse buying and 40,6% the rest influenced by other variable not examined in this study. Key Word: Bonus Pack, Price Discount, Impulse Buying, PT Lion Super Indo