The influence of discount and bonus pack on impulse buying and hedonic shopping motivation

Authors

  • Ni Kadek Puteri Ari Darmayanti Universitas Pendidikan Nasional
  • Ni Made Dhian Rani Yulianti Universitas Pendidikan Nasional

Abstract

This study aimed to analyse the influence of discount and bonus pack towards impulse buying through hedonic shopping motivation at Indomaret Denpasar. The variables used were discount, bonus pack, hedonic shopping motivation and impulse buying. The type of research used was a quantitative approach with the collecting data method using a questionnaire and sampling amounted 99 respondents. The research location was conducted in Denpasar by using Indomaret consumers as the research object. Data analysis used in this study was partial least square. The test results showed that the discount had a significant positive effect on hedonic shopping motivation; the discount had no significant effect on impulse buying; bonus pack had no significant effect on hedonic shopping motivation, bonus pack had a significant positive effect on impulse buying; and hedonic shopping motivation had a significant positive effect on impulse buying.


Keywords: Discount, Bonus Pack, Hedonic Shopping Motivation, Impulse Buying

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Published

2020-11-27

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