Abstract

One of the modern businesses that is increasingly popular is the retail business where consumers also show an increase in impulsive buying behavior. This research aims to test and analyze the influence of price cuts and in-store displays on impulse purchases. The sample used was 75 samples chosen using a nonprobability sampling technique with a purposive sampling method. The data analysis method used in this research is the multiple linear regression analysis method using a statistics program. The results show that the two independent variables, namely price cuts and in-store display, have a positive and significant influence on the dependent variable, namely impulse buying. This means that the higher the price discount or the better the display in a shop, the possibility of impulse purchases by consumers will also increase. The results of this research can be used as a reference for policy-making by companies in stimulating impulse buying.

Concepts :

Access to Document

Citations by Year