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Abstract

Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying pada konsumen Toko Indomaret Kawali. Fokus penelitian diarahkan untuk memahami sejauh mana strategi promosi berupa potongan harga dan paket bonus mampu mendorong perilaku pembelian impulsif di lingkungan ritel modern.


Metode penelitian: Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Populasi penelitian adalah konsumen Indomaret Kawali, dengan jumlah sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan uji korelasi sederhana dan berganda, analisis regresi linier, uji koefisien determinasi, serta uji t dan F, dengan bantuan perangkat lunak SPSS versi 27.0.


Hasil dan pembahasan: Hasil penelitian menunjukkan bahwa Price Discount berpengaruh positif dan signifikan terhadap Impulse Buying. Demikian pula, Bonus Pack juga berpengaruh positif dan signifikan terhadap Impulse Buying. Secara simultan, kedua variabel tersebut memiliki pengaruh signifikan terhadap perilaku pembelian impulsif, dengan Bonus Pack menjadi faktor yang paling dominan memengaruhi keputusan konsumen untuk membeli secara spontan.


Implikasi: Temuan ini menunjukkan bahwa pihak manajemen Indomaret Kawali perlu mengoptimalkan strategi promosi dengan mengombinasikan potongan harga dan paket bonus secara efektif guna meningkatkan pembelian impulsif konsumen dan memperkuat daya saing toko di pasar ritel.

Keywords

Price discount Bonus pack Impulse buying

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How to Cite
Darna , N., Tinia, A. G., & Komarudin, H. (2025). Pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying : Studi pada Konsumen Toko Indomaret Kawali. Journal of Economics Review (JOER), 5(1), 54–70. https://doi.org/10.55098/joer.v5i1.154
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