Abstract
<span class="fontstyle0">The purpose of this study is to analyze the Price Discount and Bonus Pack to the Hedonic Shopping Value as well as its impact on Impulse Buying of Carrefour customers in Surakarta. The results of this study show that the price discount and bonus pack have influence on hedonic shopping value and impulse buying. This study also shows that the hedonic shopping value is an intervening variables that can mediate the effect of price discount and bonus pack variables on impulse buying.</span> <br /><br />
Highlights
The purpose of this study is to analyze the Price Discount and Bonus Pack to the Hedonic Shopping Value as well as its impact on Impulse Buying of Carrefour customers in Surakarta
The results of this study show that the price discount and bonus pack have influence on hedonic shopping value and impulse buying
This study also shows that the hedonic shopping value is an intervening variables that can mediate the effect of price discount and bonus pack variables on impulse buying
Summary
Waani dan Tumbuan (2005) dalam penelitiannya menyatakan bahwa bonus pack merupakan salah satu variabel yang berpengaruh signifikan terhadap pembelian impulsif (impulse buying). Belch dan Belch (2009) juga menyatakan bahwa bonus pack menawarkan konsumen muatan ekstra dari sebuah produk dengan harga biasa yang tersusun dari tiga indicator, yaitu memberikan penawaran dengan manfaat ekstra, strategi bertahan terhadap promosi produk baru, dan menghasilkan pesanan penjualan yang lebih besar.
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