PENGARUH PRICE DISCOUNT, BONUS PACK, DAN INSTORE DISPLAY TERHADAP IMPULSE BUYING MATAHARI

Abstract

This research is aimed to find out and to analyze that price discount, bonus pack and instore display to the impulse buying at PT. Matahari Department Store Tbk. This research has been conducted at PT. Matahari Department Store Tbk Cito Surabaya which is located on Jalan Ahmad Yni No. 288 Surabaya. The population of this research is all customers who have ever purchased at PT. Matahari Department Store City of Tomorrow (CITO) Surabaya. The sample collection technique has been done by using accidental sampling by issuing questionnaires to the respondents. The numbers of samples are obtain 100 respondents. The analysis method has been carried out by using multiple linear regressions analysis with the instruments application of SPSS (Statistical Product and Service Solution). The result of this research shows that based on the result of the F test it has been foundthat simultaneously price discount, bonus pack and instore display give significant influence to the impulse buying. Based on the result of the t test, it has been found that price discount, bonus pack and instore display give significant influence to the impulse buying. It has been found from the result of partial coefficient determination that instore display give the largest contribution, so that instore display gives dominant influence to the impulse buying at PT. Matahari Department Store Tbk CITO Surabaya.
Keywords: price discount, bonus pack, instore display, impulse buying.