Abstract
The purpose of this study was to determine the effect of Price Discount and In-store Display on Impulse Buying. The population in this study are consumers of the Amifa Minimarket Pekanbaru. The sample in this study was 100 respondents. The data used was primary data. The data analysis method used is multiple linear regression method. The results of the partial research test show that the Price Discount and In-store Display variables have a significant effect on Impulse Buying. The big influence of Price Discount and In-store Display on Impulse Buying on consumers of Minimarket Amifa Pekanbaru is shown by the coefficient of determination of 0.745. This shows that 74.5% of Impulse Buying is influenced by Price Discount and In-store Display and the value of 0.255 or 25.5% is influenced by other variables that are not used in this study.
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