Paket Lengkap Efek Pecahan Harga (Discount) Terhadap Pembelian Tidak Terjadwal (Impulse Buying) (Studi Pada Pengunjung Matahari Department Store Johar Plaza Jember)

ABSTRACT: The  purpose  of  this  research  was  to  analyze  the  response  of  impulse  buying, response to discount on Matahari Department store and the effect of discount on impulse  buying  on  visitors.  The  population  in  were  the  visitors  at  Matahari Department Store, the number of samples 100 visitors who were collected by using purposive sampling technique. The analysis technique was descriptive analysis and the  simple  linear  regression.  The  result  of  descriptive  analysis  shows  that  the response  of  impulse  buying  was  positive  and  the  response  of  discount  was  also positive.  The  result  of  simple  linear  regression  show  that  impulse  buying  was influenced  by  discounted  price  (discount)  on  Matahari  Department  Store.  The positive results tend to be weak indicated by the results of adjusted R-square. This mean that the impulse buying in Matahari Department Store was also influenced by other variables outside of this research.

Keywords: Price, Discount, impulse buying

Penulis: Indra Bayu Baskara

Kode Jurnal: jpmanajemendd151595