Pengaruh In-Store Display, Bonus Pack Dan Discount Terhadap Impulse Buying Pada Iwan Swalayan Tenggarong

Jurnal Ekonomi & Manajemen Indonesia Pub Date : 2020-12-24 DOI:10.53640/JEMI.V20I2.807

S. Raharjo, N. Sari, Reski Nur Sapitri

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Abstract

Abstract : This study aims to determine and analyze the magnitude of the influence of In-Store Display, Bonus Pack and Discounts on Impulse Buying at Iwan's swalayan in Tenggarong. Respondents who were involved in this study were 94 respondents, while the method used in this study was probability sampling. Namely in-store displays, bonus packs and discounts with 1 dependent. Data collection was carried out by distributing questionnaires and the method of analysis used in this study was multiple linear regression with the help of the SPSS 25 statistics. Based on the results of testing the first hypothesis regarding the variable in store display, bonus and discount, the effect is received simultaneously. The findings indracle that bonus pack had a partical and significant effect on impulse buying. In store display variables had no significant effect on impulse buying. The second hypothesis regarding the in store display, the results are rejected with the value (t count = -0.752 < t table = 1.987). the third hypothesis regarding the bonus pack, the result is accepted with the value ( t count = 5.257 > t table= 1.987), the fourth hypothesis regarding the discount is rejected with the value (t count = 0.773 < t table = 1.987). The fifth hypothesis regarding the bonus pack has a dominant effect on impulse buying at iwan swalayan was accepted and proven to be true. Keywords: In-Store Display, Bonus Pack, Discount , Impulse Buying

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Pengaruh店内展示，奖励包Dan折扣Terhadap冲动购买帕达·伊万·斯瓦拉扬·登加荣

摘要:本研究旨在确定和分析店内陈列、奖励包和折扣对登加荣Iwan's swalayan冲动购买的影响程度。本研究的调查对象为94名，研究方法为概率抽样。即店内展示，奖励包和1依赖折扣。数据收集采用发放问卷的方式进行，本研究采用多元线性回归分析方法，使用SPSS 25统计软件进行分析。基于对第一个假设的检验结果，对店铺陈列、奖金和折扣的变量进行检验，同时得到效果。研究结果表明，奖金包对冲动购买有特殊而显著的影响。店内展示变量对冲动购买无显著影响。第二个关于店内显示的假设，结果被拒绝，其值为(t count = -0.752 < t table = 1.987)。关于奖励包的第三个假设，结果被接受，值为(t count = 5.257 > t table= 1.987)，关于折扣的第四个假设被拒绝，值为(t count = 0.773 < t table= 1.987)。关于奖励包对iwan swalayan的冲动购买有主导作用的第五个假设被接受并被证明是正确的。关键词:店内陈列，奖励包，折扣，冲动购买

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Jurnal Ekonomi & Manajemen Indonesia

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