Effect of Product Display and Price Discounts on Impulsive Buying

Abstract

This research aims to determine the effect of product display and price discounts on impulse buying among Indomaret consumers in the Malang City area. This research uses causal associative quantitative research. Data collection methods are carried out through: observation, documentation, and questionnaires. Next, the questionnaire was tested for instruments, validity and reliability tests, classical assumption tests, hypothesis tests, multiple linear regression analysis and coefficient of determination (R2) with the support of computer software applications, namely the SPSS (Statistical Package for Social Sciences) program. Based on using the Cochran formula, the sample used was 100 Indomaret consumers in the Malang City area. The sampling technique uses incidental sampling. Based on the research results, the researcher stated that: 1) Product arrangement has a significant effect on impulse buying at Indomaret Malang; 2) Price discounts have a significant effect on impulse purchases at Indomaret Malang.