The Influence of Price Discount and In-Store Display on Impulse Buying in Amifa Pekanbaru Minimarket Consumers

Abstract

This research aims to determine the effect of Price Discounts and In-store Displays on Impulse Buying. The population in this research is consumers of the Amifa Pekanbaru Minimarket. The population in this research is the people of Pekanbaru City who have shopped at the Amifa Minimarket. The sampling method in this research uses purposive sampling, where the technique takes sampling based on certain objectives and considerations. The number of samples in this research was 100 respondents. The data used is primary data. The data collection technique uses a questionnaire. The independent variables in the research consist of Price Discounts and In-store Displays, while the dependent variable is Impulse Buying. The data analysis method used is the multiple linear regression method. The research test results show that both partially and simultaneously show that the Price Discount and In-store Display variables have a significant effect on Impulse Buying.