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).