The Effects of Price Discount, Bonus Pack, and In-Store Display on Impulse Buying at Supermarkets

Abstract

The purpose of this research was to analyze the effects of price discounts, bonus pack, and in-store display on impulse buying at Supermarkets in Padang City. This study used quantitative method to investigate certain populations and samples. The sampling technique used in this study was accidental sampling; a sampling technique based on coincidence, such as anyone who accidentally meets the researcher can be used as a sample. The number of respondents in this study is 96 respondents. The results of this research was that price discount, bonus pack, and in-store display had positive and significant effect on impulse buying. Price discounts and instore display partially had positive and significant effect on impulse buying, Bonus pack did not have significant effect on impulse buying. Based on the result of this research, Supermarkets in Padang City can improve impulse buying through price discounts given to the consumer and in-store display that will be able to stimulate the impulse buying of consumers so as to increase the profitability of the supermarkets.