Pengaruh price discount dan bonus pack terhadap impulse buying melalui nilai hedonik pada konsumen hypermarket Jakarta Barat

Sugianto, Bellinda and Winata, Lienny and Vincent, Vincent (2020) Pengaruh price discount dan bonus pack terhadap impulse buying melalui nilai hedonik pada konsumen hypermarket Jakarta Barat. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Promosi penjualan merupakan faktor penting dalam memicu nilai hedonik yang ada di dalam diri konsumen yang kemudian akan mendorong konsumen tersebut melakukan pembelian impulsif. Tujuan penelitian ini menganalisis pengaruh Diskon Harga dan Paket Bonus terhadap Pembelian Impulsif dengan mediasi Nilai Hedonik. Penelitian ini menggunakan kuesioner sebagai metode pengumpulan data, teknik pengambilan sampel probabilitas acak sederhana dan metode analisis regresi dengan SPSS ver. 25. Responden merupakan konsumen yang mengunjungi ritel hipermarket di Kota Administrasi Jakarta Barat sebanyak 275 responden. Hasil penelitian ini mendukung kelima hipotesis yaitu diskon harga berpengaruh positif terhadap pembelian impulsif, paket bonus berpengaruh positif terhadap pembelian impulsif, diskon harga berpengaruh positif terhadap nilai hedonik, paket bonus berpengaruh positif terhadap nilai hedonik dan nilai hedonik berpengaruh positif terhadap pembelian impulsif. Saran kepada ritel hipermarket agar lebih fokus terhadap promosi penjualan yang dilakukan, yakni diskon harga dan paket bonus sehingga jumlah kunjungan dan belanja konsumen lebih meningkat lagi. / Sales promotion is an important factor in triggering the hedonic value that exists in consumers who will then encourage consumers to make impulse buying. The purpose of this study is to analyze the effect of Price Discount and Bonus Pack on Impulse Buying by mediating Hedonic Value. This study uses a questionnaire as a method of data collection, simple random probability sampling techniques and regression analysis methods with SPSS ver. 25. Respondents are consumers who visited hypermarkets retail in West Jakarta Administrative City as many as 275 respondents. The results of this study support the five hypotheses that are price discount has a positive effect on impulse buying, bonus pack have a positive effect on impulse buying, price discount have a positive effect on hedonic value, bonus pack have a positive effect on hedonic value and hedonic value have a positive effect on impulse buying. Suggestions for hypermarkets retailers to be more focused on sales promotions, namely price discount and bonus pack so that the number of visits and consumer spending increases even more.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Sugianto, BellindaNIM00000020352Bellindalind@gmail.com
Winata, LiennyNIM00000020374Liennywinata@gmail.com
Vincent, VincentNIM00000024986Vincentvinc98@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRudyanto, RudyantoNIDN0317106202UNSPECIFIED
Uncontrolled Keywords: diskon harga; paket bonus; nilai hedonik; pembelian impulsif
Subjects: T Technology > TX Home economics > TX 901-953 Hospitality Industry
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Depositing User: Users 3002 not found.
Date Deposited: 19 Feb 2020 06:36
Last Modified: 03 Aug 2020 03:33
URI: http://repository.uph.edu/id/eprint/7494

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