SKRIPSI MBS

PENGARUH PRICE DISCOUNT DAN PRODUCT BUNDLING TERHADAP KEPUTUSAN IMPULSE BUYING PADA KONSUMEN CUP-Q GO ICE BLEND

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ABSTRACT Companies in Indonesia are facing increasingly high competition, so many companies are always trying to create the best promotional strategy. This causes consumers to be more critical in choosing products. Therefore, marketers need to pay attention to what consumers need and want. This study aims to determine: (1) the effect price discount and product bundling against decisions impulse buying on consumers Cup-Q Go Ice Blend, (2) influence product bundling against decisions impulse buying on consumers Cup-Q Go Ice Blend. This type of research is quantitative research. This research uses nonprobability sampling technique. The data collection technique used a questionnaire that had been tested for validity and reliability, and the data analysis technique used was multiple linear regression analysis. The results of the study obtained the equation: Y = 7.054 + 0.495X1 + 0.266X2 + Ɛ. The results of multiple regression analysis show that: (1) there is a positive and significant effect price discount to impulse buying on consumers of Cup- Q Go Ice Blend, (2) there is a positive and significant effect product bundling to impulse buying on consumers of Cup-Q Go Ice Blend. These results indicate that consumers are very interested in the promotions offered by Cup-Q Go Ice Blend at Grand Mall Solo. Keywords: Price Discount, Product Bundling, Impulse Buying, Cup-Q Go Ice Blend

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DIN p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN R Said., 2023

Deskripsi Fisik

21 cm, 79 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

-

Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dinda Nur Fadillah

Versi lain/terkait

Lampiran Berkas

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