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

Abstract

ABSTRAK
Penelitian lini lbertujuan luntuk lmengetahui lPengaruh lPrice lDiscount ldan lIn1Store
lDisplay lTerhadap lImpulse lBuying ldi lNiaga lSupermarket lSriwijaya. lJenis lpenelitian
lyang 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 ldengan
lmenggunakan lmetode lsurvey ldengan lteknik lPropotional lRandom lSampling. lTeknik
lpengumpulan ldata lyang ldigunakan ladalah lwawancara, ldokumentasi ldan lmenyebarkan
lkuesioner lyang lberisi lpertanyaan ltentang lPrice lDiscount, lIn-Store lDisplay, ldan lImpulse
lBuying. lAlat lanalisis lyang ldigunakan ladalah lAnalisis lRegresi lLinier lBerganda ldengan
lmenggunakan 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.

ABSTRACT
This lstudy laims lto ldetermine lthe lEffect lof lPrice lDiscount land lIn-Store lDisplay lon
lImpulse lBuying lin lSriwijaya lSupermarket lNiaga. lThe ltype lof lresearch lused lis lcausal
lassociative lresearch lwith la lquantitative lapproach. lThe lpopulation lin lthis lstudy lis lall
lemployees lof lNiaga lSupermarket lSriwijaya. lThe lnumber lof lsamples lused lin lthis lstudy
lwas l75 lpeople lusing lthe lsurvey lmethod lwith lthe lPropotional lRandom lSampling
ltechnique. lThe ldata lcollection ltechniques lused lwere linterviews, ldocumentation land
ldistributing lquestionnaires lcontaining lquestions labout lPrice lDiscount, lIn-Store lDisplay,
land lImpulse lBuying. lThe lanalysis ltool lused lis lMultiple lLinear lRegression lAnalysis
lusing lthe lSPSS l27 lfor lWindows lprogram. lThe lresults lof lthe ldata lanalysis lshowed
lthat; l(1) lPrice lDiscount lhas la lsignificant lpositive leffect lon limpulse lbuying l(2) lInStore lDisplay lhas la lsignificant lpositive leffect lon limpulse lbuying.