ANALISIS IMPULS BUYING PADA KONSUMEN CHANDRA SUPER STORE TANJUNG KARANG

Abstract

This study aims to analyze the effect of price discounts and display of shelves on impulse
purchases on consumers Chandra Super Store Tanjung Karang. The population in this study is the
visitors who shop at Chandra Super Store with an infinite number of consumers. Sampling technique
using probability sampling method by using simple random sampling with the number of samples of 100
people. Data collection techniques used questionnaires that have been tested for validity and reliability,
and data analysis techniques used are multiple regression.
Based on the results of research and testing simultaneously (test f) obtained Fhitung 45,007 >
Ftable 3.09 it can be interpreted the discount and rack display significantly affect the purchase of
impulse at consumers in Chandra Super Store Tanjung Karang and based on partial test (t test)
obtained value Thitung variable discount price of 5.939 > ttable 1.660, and for display rack obtained t
count of 5.202 > ttabel 1.660. In the variable of research result obtained coefficient of determination (R2
)
equal to 0,481 indicate that impulse purchasing influenced by price cut and display rack equal to 48,1%,
while rest 51,9% influenced by other factors outside factor studied. While the relation of price discount
and shelf display together to purchase consumer impulse, then get regression equation Y = 3,248 +
0,459bX1 + 0,519bX2.