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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) · pp. 354–367

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

Abstract

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.

Keywords

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28 authors · 47 co-authorship links

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Co-authorOrganisationJoint articles
Johannes JohannesAffiliation unknown2
Suswita RozaAffiliation unknown1
Nurhayani NurhayaniAffiliation unknown1
Selamet RahmadiAffiliation unknown1
Syamsurijal TanAffiliation unknown1
RosmeliAffiliation unknown1
Nurhasanah NurhasanahAffiliation unknown1
Nurhasanah NurhasanahAffiliation unknown1
Husni HasbullahAffiliation unknown1
Muhammad Alkubbarul HafizAffiliation unknown1
Lusiana Pransisca SimarmataAffiliation unknown1
Novitasari NovitasariAffiliation unknown1
Desta FitrianaAffiliation unknown1
Ade Perdana SiregarAffiliation unknown1
M. Yofi febriantoAffiliation unknown1
DahmiriAffiliation unknown1
Claudia Ernestina AuroraAffiliation unknown1
Maruli Asi Tua SihombingAffiliation unknown1
Sigit IndrawijayaAffiliation unknown1
Ahmad SobirinAffiliation unknown1
Ariyanto AriyantoAffiliation unknown1
Agus SholikinAffiliation unknown1
Danil MuhlisinAffiliation unknown1
Alinda Putri ArianaAffiliation unknown1
Brammantio BrammantioAffiliation unknown1
Jamal S.Affiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/mankeu/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>