KURNIANTA, ADITYA ENDRA (2019) PENGARUH PRICE DISCOUNT, BONUS PACK, DAN DISPLAY PRODUK TERHADAP IMPULSE BUYING KARYAWAN PT SUMBER ALFARIA TRIJAYA, Tbk CABANG CILEUNGSI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Pembelian impulsif merupakan pembelian yang tidak direncanakan atau tindakan spontan yang dilakukan konsumen tetapi tidak direncanakan sebelumnya. Hal ini terjadi pada konsumen yang akan berbelanja dimana mereka melakukan keputusan pembelian barang pada suatu toko tanpa direncanakan. Penelitian ini bertujuan untuk mengetahui pengaruh price Discount, bonus pack, dan display Produk terhadap impulse buying. Dalam penelitian ini digunakan metode survei. Populasinya adalah 150 karyawan back office PT Sumber Alfaria Trijaya Tbk cabang Cileungsi, dengan pendekatan proporsi maka diperoleh sampel sebanyak 110 responden. Pengambilan sampel menggunakan purposive sampling dengan menggunakan kuesioner. Metode yang digunakan adalah analisis regresi berganda. Hasil menunjukkan price discount, bonus pack, dan display produk secara parsial berpengaruh positif dan signifikan terhadap impulse buying. Hal ini dibuktikan dari hasil uji analisis linier berganda yang menunjukkan nilai signifikan dari variabelvariabel yang mendukung hipotesis. oleh karena itu, hasil dari penelitian ini menyatakan bahwa terdapat pengaruh dari price discount, bonus pack, dan display produk terhadap impulse buying yang dilakukan oleh karyawan PT. Sumber Alfaria Trijaya cabang Cileungsi. Kata Kunci: Price Discount, Bonus Pack, Display Produk, dan impulse buying ABSTRACT Impulse buying are unplanned purchases or spontaneous actions taken by consumers but not planned in advance. This happens to consumers who will shop where they make a decision to purchase goods at a store without being planned. This study aims to determine the effect of price discount, bonus pack, and product display on impulse buying. In this study survey method was used. The population is 150 employees from the back office of PT Sumber Alfaria Trijaya Tbk, branch Cileungsi, with a proportion approach that obtained a sample of 110 respondents. Sampling using purposive sampling using a questionnaire. The method used is multiple regression analysis. The results show that the price discount, bonus pack, and product display partially have a positive and significant effect on impulse buying. This is evidenced from the results of multiple linear analysis tests that show significant values of the variables that support the hypothesis. Therefore, the results of this study state that there are effects of price discounts, bonus packs, and product displays on impulse buying carried out by employees of PT. Sumber Alfaria Trijaya branch Cileungsi. Keywords: Price Discount, Bonus Pack, Product Display, and impulse buying
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 19 047 |
| NIM/NIDN Creators: | 43117320029 |
| Uncontrolled Keywords: | Kata Kunci: Price Discount, Bonus Pack, Display Produk, dan impulse buying |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 28 Jul 2022 09:15 |
| Last Modified: | 28 Jul 2022 09:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/66405 |
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