jmk-widyakarya - Jurnal Mahasiswa Kreatif - Vol. 1 Issue. 6 (2023)

Cracking The Impulsive Shopping Code

Jeanette Tangalayuk, Almansyah Rundu Wonua, Hanif Kurniadi,

Abstract

This study seeks to investigate the relationship between discounts and product display in influencing impulsive buying among customers at Indomaret in Huko-Huko Village. The study encompassed all customers of Indomaret in Huko-Huko Village, with a sample of 110 respondents chosen using purposive sampling. The research data was analyzed using the Structural Equation Modeling (SEM-PLS) method. The results of the study indicate that discounts have a positive and statistically significant impact on impulsive buying, and product display also has a positive and significant influence on impulsive purchases