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PRICE DISCOUNT, BONUS PACK, AND HEDONIC VALUE TOWARDS ONLINE SHOP IMPULSE BUYING: A CASE STUDY ON PRIVATE COLLEGE STUDENTS IN SUNGAI PENUH CITY

Journal of Business Studies and Management Review · Vol. 5 No. 2 (2022) · hlm. 242–247

DOI
10.22437/jbsmr.v5i2.17292
ISSN
2597-6265, 2597-369X
Terbit
2022-07-08
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

We study online shop impulse buying behaviour of college students in some private universities at Sungai Penuh city and formulate problems as follows: (1) how could price discount affect their impulse buying behaviour? (2) How could bonus packs affect their impulse buying behaviour? (3) How could hedonic value affect their impulse buying behaviour? (4) How could price discount, bonus pack, and hedonic value altogether affect their impulse buying behavior? We spread questionners among 60 students of private universities in Sungai Penuh city and use descriptive quantitative techniques for data analysis. Results of the study shows that there is a significant influence of price discounts and bonus packs, partially, on impulse buying behaviour of these college students. While the hedonic value has a little to no significant effect on their impulse buying behaviour. For price discounts, bonus packs, and hedonic values altogether, there is a significant effect on impulse buying behaviour simultaneously. The influence of price discount, bonus pack, and hedonic value on impulse buying behaviour is 16.9%, with 83.1% are from another influences that need to be further studied for future research.

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">PRICE DISCOUNT, BONUS PACK, AND HEDONIC VALUE TOWARDS ONLINE SHOP IMPULSE BUYING: A CASE STUDY ON PRIVATE COLLEGE STUDENTS IN SUNGAI PENUH CITY</dc:title>
	<dc:creator xml:lang="en">Sherlin, Intan</dc:creator>
	<dc:creator xml:lang="en">Budaya, Indra </dc:creator>
	<dc:creator xml:lang="en">Bustami, Edwin </dc:creator>
	<dc:subject xml:lang="en">price discount, bonus pack, hedonic value, impulse buying</dc:subject>
	<dc:description xml:lang="en">We study online shop impulse buying behaviour of college students in some private universities at Sungai Penuh city and formulate problems as follows: (1) how could price discount affect their impulse buying behaviour? (2) How could bonus packs affect their impulse buying behaviour? (3) How could hedonic value affect their impulse buying behaviour? (4) How could price discount, bonus pack, and hedonic value altogether affect their impulse buying behavior? We spread questionners among 60 students of private universities in Sungai Penuh city and use descriptive quantitative techniques for data analysis. Results of the study shows that there is a significant influence of price discounts and bonus packs, partially, on impulse buying behaviour of these college students. While the hedonic value has a little to no significant effect on their impulse buying behaviour. For price discounts, bonus packs, and hedonic values altogether, there is a significant effect on impulse buying behaviour simultaneously. The influence of price discount, bonus pack, and hedonic value on impulse buying behaviour is 16.9%, with 83.1% are from another influences that need to be further studied for future research.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2022-07-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/17292</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v5i2.17292</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022; 242-247</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/17292/13722</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Intan Sherlin, Indra Budaya, Edwin Bustami</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>