PENGARUH PROMOSI, DISKON, DAN DISPLAY PRODUK TERHADAP IMPULSE BUYING PADA PT MATAHARI DEPARTMENT STORE TBK PLAZA MADIUN

Abstract

Matahari Department Store Tbk Plaza Madiun. The sampling technique uses purposive sampling. The data collection method was carried out through a survey using a questionnaire to 384 respondents who were customers of PT Matahari Department Store Tbk Plaza Madiun which had been tested for validity and reliability. Data analysis techniques using assumption test, multiple linear regression, t test, F test, and the coefficient of determination. The results of this study indicate that Promotion has no significant effect on Impulse Buying at PT Matahari Department Store Tbk Plaza Madiun, Discounts have no significant effect on Impulse Buying at PT Matahari Department Store Tbk Plaza Madiun, Product Display has no significant effect on Impulse Buying at PT Matahari Department Store Tbk Plaza Madiun. Simultaneously, Promotions, Discounts, and Product Displays have no significant effect on Impulse Buying at PT Matahari Department Store Tbk Plaza Madiun. This shows that customers do not perceive Promotions, Discounts, and Product Displays as factors influencing Impulse Buying decisions. The conclusion of this study is that promotions, discounts and product displays do not have a significant effect on impulse buying at PT Matahari Department Store Tbk Plaza Madiun partially or simultaneously.

Keywords: Impulse Buying, Promotion, Discount, Product Display