Timi Putri Utami - 66160075 Primary Author Sahidillah Nurdin, S.E., M.M (Pembimbing) Editor mixed material bibliography 2020/2021 id Indonesia

Skripsi

ABSTRAK Timi Putri Utami (66160075): Pengaruh Price Discount dan Bonus Pack Terhadap Impulse Buying (Studi Kasus Pada Konsumen Minimarket Kota Bandung) Persaingan ritel modern minimarket dengan jenis ritel lainnya sangat ketat yang mengharuskan para pelaku bisnis mampu menciptakan strategi bersaing. Salah satu strategi yang digunakan oleh minimarket yaitu strategi promosi price discount dan bonus pack untuk memicu timbulnya impulse buying pada konsumen minimarket. Metode dalam penelitian ini yaitu metode kuantitatif dengan analisis data secara deskriptif dan verifikatif juga menggunakan teknik pengumpulan data dengan penyebaran koesioner yang diisi oleh responden yaitu konsumen minimarket Kota Bandung dengan jumlah sample sebesar 97 responden. Penelitian ini menggunakan teknik non probability sampling, analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, pengujian persamaan regresi berganda, pengujian hipotesis yang meliputi uji-t, uji-F, dan uji determinasi. Hasil penelitian ini menunjukan price discount (X1) berpengaruh signifikan terhadap impulse buying (Y), bonus pack (X2) berpengaruh dan signifikan terhadap impulse buying (Y). Hasil analisis uji-F diketahui nilai F-hitung > F-tabel yang menunjukan price discount (X1) dan bonus pack (X2) secara simultan berpengaruh signifikan terhadap impulse buying (Y) ABSTRACK Timi Putri Utami (66160075): EFFECT OF PRICE DISCOUNT AND BONUS PACK ON IMPULSE BUYING (A Study For Costumer of Bandung’s Minimarket) The competition of modern mini-market retailers with other types of retail is very tight, which requires businesses to be able to create competitive strategies. One of the strategies used by minimarkets is the promotion strategy of price discounts and bonus packs to trigger impulse buying to minimarket consumers. The method in this research is a quantitative method with descriptive and verification data analysis also using data collection techniques by distributing questionnaires filled out by respondents, namely consumers of the Bandung city minimarket with a total sample of 97 respondents. This study uses non-probability sampling techniques, the analysis used includes validity test, reliability test, classical assumption test, multiple regression equation testing, hypothesis testing which includes t-test, F-test, and test of determination. The results of this study indicate that the price discount (X1) has a significant effect on impulse buying (Y), the bonus pack (X2) has a significant and significant effect on impulse buying (Y). The results of the F-test analysis show that the value of F-count> F-table which shows the price discount (X1) and bonus pack (X2) simultaneously have a significant effect on impulse buying (Y). Impulse Buying Price Discount Bonus Pack NONE Digital Library ARS University Perpustakan Online ARS University 072/S1.MJ.SKP/2020-2021 S02286K Manajemen 072/S1.MJ.SKP/2020-2021 Hal Depan Bab 1 Bab 3 Bab 5 DAFTAR PUSTAKA Lampiran Screenshot_2023-03-13_110052.png.png 7134 2023-03-13 11:02:08 2023-03-13 11:02:36 machine generated