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PENGARUH PRICE DISCOUNT DAN BONUS PACK TERHADAP IMPULSE BUYING (STUDI KASUS PADA PELANGGAN ALFAMART DI KOTA JAMBI)

Jurnal Manajemen Terapan dan Keuangan · Vol. 10 No. 02 (2022) · hlm. 354–367

DOI
10.22437/jmk.v10i02.14101
ISSN
2685-9424, 2252-8636
Terbit
2022-06-15
Penerbit
Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to determine: (1) the effect of price discount on impulse buying on Alfamart customers (2) the effect of bonus packs on impulse buying on Alfamart customers (3) the most dominant influence on impulse buying on Alfamart customers. This research was conducted on all Alfamart customers in the city of Jambi. This research includes relationship research using a quantitative approach. The population in this study were all Alfamart customers in Jambi City. The sampling technique used purposive sampling method with a total sample of 100 people. The data collection technique uses an online questionnaire that has been tested for validity and reliability, and the data analysis technique used is multiple regression. The results showed that (1) there was a positive effect of price discount on impulse buying for Alfamart customers, as evidenced by the t-count value of 2.087, significance of 0.04 <0.05 and the regression coefficient having a positive value of 0.250; (2) there is a positive effect of bonus packs on impulse buying for Alfamart customers, as evidenced by the t-count value of 3.556, a significance of 0.001 <0.05 and the regression coefficient has a positive value of 0.426; (3) the bonus pack has the most dominant effect on impulse buying with a regression coefficient value of 0.426, which is greater than the price discount regression coefficient of 0.250. Key words: Price Discount, Bonus Pack, Impulse Buying.

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/mankeu/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">PENGARUH PRICE DISCOUNT DAN BONUS PACK TERHADAP IMPULSE BUYING (STUDI KASUS PADA PELANGGAN ALFAMART DI KOTA JAMBI)</dc:title>
	<dc:creator xml:lang="en">Ramadhan, Ade Wahyu </dc:creator>
	<dc:creator xml:lang="en">Ekasari, Novita </dc:creator>
	<dc:subject xml:lang="en">Price Discount, Bonus Pack, Impulse Buying</dc:subject>
	<dc:description xml:lang="en">This study aims to determine: (1) the effect of price discount on impulse buying on Alfamart customers (2) the effect of bonus packs on impulse buying on Alfamart customers (3) the most dominant influence on impulse buying on Alfamart customers.&amp;nbsp; This research was conducted on all Alfamart customers in the city of Jambi.
&amp;nbsp; This research includes relationship research using a quantitative approach.&amp;nbsp; The population in this study were all Alfamart customers in Jambi City.&amp;nbsp; The sampling technique used purposive sampling method with a total sample of 100 people.&amp;nbsp; The data collection technique uses an online questionnaire that has been tested for validity and reliability, and the data analysis technique used is multiple regression.
&amp;nbsp; The results showed that (1) there was a positive effect of price discount on impulse buying for Alfamart customers, as evidenced by the t-count value of 2.087, significance of 0.04 &amp;lt;0.05 and the regression coefficient having a positive value of 0.250;&amp;nbsp; (2) there is a positive effect of bonus packs on impulse buying for Alfamart customers, as evidenced by the t-count value of 3.556, a significance of 0.001 &amp;lt;0.05 and the regression coefficient has a positive value of 0.426;&amp;nbsp; (3) the bonus pack has the most dominant effect on impulse buying with a regression coefficient value of 0.426, which is greater than the price discount regression coefficient of 0.250.
Key words : Price Discount, Bonus Pack, Impulse Buying.
</dc:description>
	<dc:publisher xml:lang="en">Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi</dc:publisher>
	<dc:date>2022-06-15</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/mankeu/article/view/14101</dc:identifier>
	<dc:identifier>10.22437/jmk.v10i02.14101</dc:identifier>
	<dc:source xml:lang="en">Jurnal Manajemen Terapan dan Keuangan; Vol. 10 No. 02 (2021): Jurnal Manajemen Terapan dan Keuangan  ; 354-367</dc:source>
	<dc:source>2685-9424</dc:source>
	<dc:source>2252-8636</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/mankeu/article/view/14101/11648</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2021 novita ekasari</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>