Pengaruh Diskon dan In-Store Display terhadap Impulse Buying Konsumen Matahari Department Store Gress Mall Gresik

Effect of Discounts and In-Store Display on Consumer Impulse Buying of Matahari Department Store Gress Mall Gresik

Meningkatnya persaingan bisnis ritel menyebabkan ritel modern terpacu untuk melaksanakan promosi penjualan guna memunculkan perilaku impulse buying konsumen. Impulse buying mampu dipengaruhi dari semua jenis promosi yang dilaksanakan oleh suatu toko ritel diantaranya adalah diskon dan in-store display. Penelitian ini bertujuan untuk membuktikan pengaruh diskon dan in-store display terhadap impulse buying pada konsumen Matahari Department Store Gress Mall Gresik. Populasi di dalam penelitian ini yaitu seluruh konsumen yang melaksanakan pembelian pada Matahari Department Store Gress Mall. Jenis penelitian yang dipergunakan yakni penelitian kuantitatif. Teknik sampling yang dipakai yakni non-probability sampling dengan metode purposive sampling dengan jumlah 214 responden. Teknik pengumpulan data menggunakan angket online dengan bantuan Google Form, kemudian data diolah dengan analisis regresi linear berganda menggunakan bantuan software SPSS 25. Hasil dari penelitian ini membuktikan bahwa (1) variabel diskon berpengaruh positif dan signifikan terhadap impulse buying, (2) variabel in-store display berpengaruh positif terhadap impulse buying. Sedangkan diskon dan in-store display secara simultan berpengaruh positif terhadap impulse buying dengan persentase  42% sedangkan terdapat sisa sebesar 58% dijelaskan oleh variabel lainnya yang tidak diteliti dalam penelitian ini.
Kata Kunci: diskon, in-store display, impulse buying

Increased competition in retail business causes modern retailers to aggressively conduct sales promotions to cause impulse buying behavior of consumers. Impulse buying can be influenced by all types of promotions carried out by a retail store including discounts and in-store displays. This study aims to prove the effect of discounts and in-store displays on impulse buying on Matahari Department Store Gress Mall Gresik consumers. The population in this study are all consumers who make purchases at Matahari Department Store Gress Mall. This type of research is quantitative research. The sampling technique used is non-probability sampling with a purposive sampling method with a total of 214 respondents. Data collection techniques using online questionnaires with the help of Google Form, then the data is processed with multiple linear regression analysis using data analysis tools namely SPSS 25 software. The results of this study indicate that (1) the variable discount has a positive and significant effect on impulse buying, (2 ) in-store display variable has a positive and significant effect on impulse buying. While discount and in-store display simultaneously have a positive and significant effect on impulse buying with a percentage of 42% while there is a remaining 58% explained by other variables not examined in this study.

Keywords: discounts, in-store display, impulse buying