The Influence of Brand Image, Price Discount, and Bonus Pack on Impulse Buying Behavior among Indomaret Point Coffee Consumers Mojokerto City
Pengaruh Brand Image, Price Discount, Dan Bonus Pack Terhadap Perilaku Impulse Buying Pada Konsumen Indomaret Point Coffee Kota Mojokerto
DOI:
https://doi.org/10.21070/ups.6433Keywords:
Brand Image, Price Discount, Bonus Pack, Impulse BuyingAbstract
This study aims to determine the influence of brand image, price discounts and bonus packs on impulse buying behavior among Indomaret Point Coffee consumers in the city of Mojokerto. This research uses a quantitative method with a descriptive analysis approach. The population in this research is consumers of Indomaret Point Coffee, Mojokerto City. The sampling technique in this research uses a non-probability sampling technique using a purposive sampling method, with the respondent criteria being consumers who have purchased products at Indomaret Point Coffee, Mojokerto City. The data collection technique in this research is by distributing questionnaires and later responses to the questionnaire are measured using a Likert scale. The data collection technique uses multiple linear regression tests using the SPSS software. Based on the research results, it proves that brand image, price discounts and the bonus pack influences impulse buying behavior among Indomaret Point Coffee consumers in Mojokerto City.
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