Karimah, Faizah Radinka (2025) Pengaruh Price Discount, Bonus Pack, dan In-Store Display Terhadap Impulse Buying Pada Konsumen Alfamart YKP Pandugo 2 (Studi Pada Generasi Z di Surabaya). Undergraduate thesis, UPN"VETERAN"JAWA TIMUR.
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Abstract
This study was conducted to determine and analyze the effect of price discounts, bonus packs and in-store displays on impulse buying among Generation Z consumers at Alfamart YKP Pandugo 2, Surabaya. The background of this research is based on the rapid growth of modern retail in Indonesia, especially in big cities like Surabaya, as well as the increasing number of Generation Z consumers who tend to make impulse purchases. This generation is highly exposed to digital information and visual promotions, making them a group that is quite responsive to retail marketing strategies such as price discounts, additional product offers, and in-store product arrangement. This research uses a quantitative method with an associative approach. The data collection technique was carried out through the distribution of questionnaires to 150 respondents who are Generation Z consumers and who have shopped at Alfamart YKP Pandugo 2 in the last three months. The data analysis techniques used include validity, reliability, classical assumption tests, multiple linear regression, t-test, F-test and coefficient of determination (R²). The results showed that the three independent variables, namely price discount, bonus pack and in-store display, partially or simultaneously had a significant effect on impulse buying behavior. The t-test results show that the three variables individually have an influence on impulse buying decisions. Meanwhile, the F-test results show that the three variables together have a significant effect of 61.7%, while the remaining 38.3% is influenced by other factors outside this study. These results prove that promotional strategies such as price discounts, bonus offers, and product placement in strategic areas of the store are important elements in encouraging impulse buying behavior, especially among the Gen Z segment. Therefore, understanding the preferences and habits of Gen Z consumers is very important for retail managers to develop effective marketing strategies. This research is expected to be a reference for retail companies in optimizing promotional strategies to increase sales through impulse buying behavior.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Faizah Radinka Karimah | ||||||||
| Date Deposited: | 04 Jul 2025 04:03 | ||||||||
| Last Modified: | 04 Jul 2025 04:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39216 |
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