PENGARUH PROMOSI, DISKON DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN HYPERMARKET PTC SURABAYA

Abstract

This research is meant to analyze the influence of sales promotion, discount and impulse buying to thepurchasing decision at Hypermarket PTC Surabaya. The populations of this research are allcustomers who have ever purchased productsat Hypermarket PTC Surabaya. The sample collectiontechnique has been done by using purposive sampling and the samples are 100 people. Meanwhile, theanalysis technique has been done by using multiple linear regressions. The result of this researchshows the significant influence of the variables i.e.: sales promotion, discount and impulse buying tothe purchasing decision at Hypermarket PTC Surabaya. This research indicates that the model usedin this research is feasible to be used for further research. The result is supported by the level ofcoefficient correlation is 80.3% which shows the correlation among those variables to the purchasingdecision at Hypermarket PTC Surabaya is firm. The result of the test shows that partially salepromotion, discount and impulse buying have significant influence to the purchasing decision atHypermarket PTC Surabaya. And also got that statistical testing shows done can be taken thisconclusion variables have a dominant influence of the decision the purchase by impulse hypermart isbuying because it has determined partial the biggest

Keywords: Sales Promotion, Discounts, Impulse Buying, and Puschasing Decision