Apakah In-Store Display Produk Private Label Dapat Meningkatkan Impulse Buying?
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh in-store display, harga diskon, dan citra merek terhadap impulse buying. Objek penelitian dalam penulisan ini adalah konsumen produk private label di Kabupaten Kendal. Teknik pengambilan sampel yang digunakan adalah metode purposive sampling dengan kriteria responden berusia lebih dari 17 tahun, pernah melakukan impulse buying terhadap produk private label dan berdomisili di Kabupaten Kendal. Sampel dalam penelitian ini sebanyak 100 responden. Teknik pengumpulan data menggunakan metode kuesioner. Metode analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa harga diskon berpengaruh positif dan signifikan terhadap impulse buying, citra merek berpengaruh positif dan signifikan terhadap impulse buying, sedangkan untuk in-store display tidak terdapat pengaruh yang signifikan terhadap impulse buying.
Kata Kunci: In-Store Display, Harga Diskon, Citra Merek, Impulse Buying
Abstract
This study aims to examine and analyze the effect of in-store displays, price discount, and brand image on impulse buying. The object of this research is consumers of private label in Kendal Regency. The sampling technique used is purposive sampling method with the criteria of respondents aged more than 17 years, having made impulse buying of private label products and domiciled in Kendal Regency. The sample in this study were 100 respondents. Data collection techniques using the questionnaire method. The data analysis method used multiple regression. The results showed that price discount had a positive and significant effect on impulse buying, brand image had a positive and significant effect on impulse buying, while for in-store displays there was no significant effect on impulse buying.
Keywords: In-store Display, Price Discount, Brand Image, Impulse Buying
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DOI: https://doi.org/10.37531/sejaman.v4i3.2718
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