Efek Discount Price dan Bonus Pack Produk terhadap Impulse Buying pada Konsumen dalam Belanja Offline di Transmart Carrefour The Effect of Product Price Discounts and Bonus Packs on Impulse Buying Among Consumers Shopping Offline at Transmart Carrefour
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1321-1335
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10.58578/aldyas.v5i3.11985
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Authors:Anisya Khairani1*, Onan Marakali Siregar2
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Abstract
The convenience of online shopping has changed consumer behavior and increased the challenges faced by the offline retail industry in encouraging spontaneous purchases through effective promotional strategies. This study aimed to analyze the effects of price discounts and bonus packs on impulse buying among consumers shopping offline at Transmart Carrefour on Jalan Gatot Subroto, Medan City. The study employed a quantitative approach with an associative design and involved 100 respondents selected through purposive sampling. Data were collected using questionnaires distributed directly and through Google Forms and were subsequently analyzed using validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results showed that, partially, price discounts had no effect on impulse buying, whereas bonus packs affected impulse buying. Simultaneously, both promotional strategies affected impulse buying. An R value of 0.400 indicated a moderately strong relationship, while an adjusted R-squared value of 16% indicated that price discounts and bonus packs explained 16% of the variation in impulse buying. These findings confirm that bonus packs are a more influential promotional strategy for encouraging impulse purchases than price discounts. Therefore, retail managers can optimize the implementation of bonus packs and combine them with price promotions to increase consumers’ impulse purchases.
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