PENGARUH PRICE DISCOUNT, POSITIVE EMOTION DAN IN-STORE STIMULI TERHADAP IMPULSE BUYING

Abstract

Along with the economic development in Indonesia which increases rapidly, Matahari Department Store as the
distribution store or distribution outlet which engages in the field of retail tries to increase its sales gross profit
by using several strategies such as price discount, positive emotion and in-store stimuli to create impulse
buying. This research is meant to test the influence of price discount, positive emotion and in-store stimuli to the
impulse buying at Matahari Department Store Tunjungan Plaza Surabaya, this research is a comparative casual
research. The population is all customers who have ever purchased products at Matahari Department Store
Tunjungan Plaza Surabaya, the samples are 96 people. The data has been obtained by issuing questionnaires, the
analysis has been done by using multiple linear regressions analysis with the instrument of Statistical Product
and Service Solution (SPSS) 22.0 for windows. The result of the research shows that price discount, positive
emotion and in-store stimuli have significant influence to the impulse buying.

Keywords: impulse buying, price discount, positive emotion and in store stimuli.