Abstract
This study aims to determine: (1) the effect of price discount on impulse buying on Alfamart customers (2) the effect of bonus packs on impulse buying on Alfamart customers (3) the most dominant influence on impulse buying on Alfamart customers. This research was conducted on all Alfamart customers in the city of Jambi.
 This research includes relationship research using a quantitative approach. The population in this study were all Alfamart customers in Jambi City. The sampling technique used purposive sampling method with a total sample of 100 people. The data collection technique uses an online questionnaire that has been tested for validity and reliability, and the data analysis technique used is multiple regression.
 The results showed that (1) there was a positive effect of price discount on impulse buying for Alfamart customers, as evidenced by the t-count value of 2.087, significance of 0.04 <0.05 and the regression coefficient having a positive value of 0.250; (2) there is a positive effect of bonus packs on impulse buying for Alfamart customers, as evidenced by the t-count value of 3.556, a significance of 0.001 <0.05 and the regression coefficient has a positive value of 0.426; (3) the bonus pack has the most dominant effect on impulse buying with a regression coefficient value of 0.426, which is greater than the price discount regression coefficient of 0.250.
 Key words : Price Discount, Bonus Pack, Impulse Buying.
Highlights
Perkembangan bisnis ritel saat ini mengalami peningkatan pesat
This study aims to determine: (1) the effect of price discount on impulse buying on Alfamart customers (2) the effect of bonus packs on impulse buying on Alfamart customers (3) the most dominant influence on impulse buying on Alfamart customers
The results showed that (1) there was a positive effect of price discount on impulse buying for Alfamart customers, as evidenced by the tcount value of 2.087, significance of 0.04
Summary
Hal tersebutbisa dilihat dari perpindahan bisnis ritel dari tradisional ke modern.Berbagai macam pusat pembelanjaan muncul dengan berbagai bentuk dan ukuran yang ada di sekitar kita. Hampir sama dengan Price Discount, Bonus pack sama-sama memiliki potongan harga tapi produk yang akan kita dapatkan lebih dari 1 biasa di sebut buy 1 get 1. Berdasarkan hal diatas penulis tertarik untuk meniliti lebih jauh tentang keterkaitan Price Discount dan Bonus Pack dengan Impulse Buying atau pembelian yang tidak terencana. Alfamart sendiri memiliki banyak cabang yang tersebar di seluruh kota Jambi, hal itu bisa dilihat dari tabel dibawah ini : Tabel 2. Penelitian ini memfokuskan kepada seluruh masyarakat Kota Jambi yang pernah belanja di Alfamart. Apakah Terdapat pengaruh Price Discount dan Bonus Pack secara Simultan dan Parsial terhadap Impluse Buying Pelanggan? 2. Variabel manakah dari Price Discount dan Bonus Pack yang paling dominan terhadap.
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