JRP VOL.3 NO.1 MARET 2024 PENGARUH lPRICE lDISCOUNT lDAN lIN-STORE lDISPLAY lTERHADAP lIMPULSE lBUYING lDI lNIAGA lSUPERMARKET lSRIWIJAYA

Abstract

ABSTRAKPenelitian lini lbertujuan luntuk lmengetahui lPengaruh lPrice lDiscount ldan lIn1StorelDisplay lTerhadap lImpulse lBuying ldi lNiaga lSupermarket lSriwijaya. lJenis lpenelitianlyang ldigunakan ladalah lpenelitian lasosiatif lkausal ldengan lpendekatan lkuantitatif.lPopulasi ldalam lpenelitian lini ladalah lseluruh lkaryawan lNiaga lSupermarket lSriwijaya.lJumlah lsampel lyang ldigunakan ldalam lpenelitian lini ladalah l75 lorang ldenganlmenggunakan lmetode lsurvey ldengan lteknik lPropotional lRandom lSampling. lTekniklpengumpulan ldata lyang ldigunakan ladalah lwawancara, ldokumentasi ldan lmenyebarkanlkuesioner lyang lberisi lpertanyaan ltentang lPrice lDiscount, lIn-Store lDisplay, ldan lImpulselBuying. lAlat lanalisis lyang ldigunakan ladalah lAnalisis lRegresi lLinier lBerganda ldenganlmenggunakan lprogram lSPSS l27 lfor lWindows. lHasil lanalisis ldata lmenunjukkan lbahwa;l(1) lPrice lDiscount lberpengaruh lpositif lsignifikan lTerhadap lImpulse lBuying l(2) lInStore lDisplay lberpengaruh lpositif lsignifikan lTerhadap lImpulse lBuying.   ABSTRACTThis lstudy laims lto ldetermine lthe lEffect lof lPrice lDiscount land lIn-Store lDisplay lonlImpulse lBuying lin lSriwijaya lSupermarket lNiaga. lThe ltype lof lresearch lused lis lcausallassociative lresearch lwith la lquantitative lapproach. lThe lpopulation lin lthis lstudy lis lalllemployees lof lNiaga lSupermarket lSriwijaya. lThe lnumber lof lsamples lused lin lthis lstudylwas l75 lpeople lusing lthe lsurvey lmethod lwith lthe lPropotional lRandom lSamplingltechnique. lThe ldata lcollection ltechniques lused lwere linterviews, ldocumentation landldistributing lquestionnaires lcontaining lquestions labout lPrice lDiscount, lIn-Store lDisplay,land lImpulse lBuying. lThe lanalysis ltool lused lis lMultiple lLinear lRegression lAnalysislusing lthe lSPSS l27 lfor lWindows lprogram. lThe lresults lof lthe ldata lanalysis lshowedlthat; l(1) lPrice lDiscount lhas la lsignificant lpositive leffect lon limpulse lbuying l(2) lInStore lDisplay lhas la lsignificant lpositive leffect lon limpulse lbuying.