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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Wong, Felicia
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Economics, Econometrics & Finance

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Bahasa Inggris Kandiawan, Emeline Aime; Layandi, Delia; Benly, Gracielle Febriana; Wong, Felicia; Thesagita, Tiffany; Basir, Mustika Kusuma; Firman, Afrizal
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.19437

Abstract

This study examines the impact of discounts and product bundling on impulsive buying behavior among consumers in Makassar City. Primary data were collected through an online survey using Google Forms with a quantitative approach. The survey collected responses from 80 frequent e-commerce platform users. This research investigates how discounts and product bundling affect impulsive buying. Structural Equation Modeling-Partial Least Squares (SEM-PLS) is used to analyze the data. The results show that there is a strong positive relationship between Discount and Impulsive Buying. Product Bundling showed a negative link with Impulsive Buying, which is different from what was found in previous studies. This indicates that the people who answered the survey see value perception, high prices, and limited flexibility as obstacles to emotional appeal, which usually encourages people to make purchases on impulsive. As a result, this study suggests that there is a negative link between product bundling and impulsive buying.
Co-Authors Basir, Mustika Kusuma Benly, Gracielle Febriana Firman, Afrizal Kandiawan, Emeline Aime Layandi, Delia Thesagita, Tiffany