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Pratiwi, Intan
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Journal : Formosa Journal of Science and Technology (FJST)

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The Influence of Price Discount, Bonus Pack, Brand Image on Impulse Buying of Cuddleme Products in Yogyakarta Gunawan, Hamzah; Pratiwi, Intan
Formosa Journal of Science and Technology Vol. 3 No. 1 (2024): January 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v3i1.7953

Abstract

This study aims to analyze the effect of price discounts, bonus packs, and brand image on impulse buying behavior for CuddleMe products in Yogyakarta. The sample of this study consists of 40 respondents who have purchased CuddleMe products at least once within the last year or in the year 2023, and respondents who made purchases of CuddleMe products in the Yogyakarta area. The data collection technique used in this research is a survey method with a questionnaire as the research instrument. The data was processed using regression linear, t test, F test. The results of this research prove that: (1) Price Discount does not significantly influence impulse buying behavior for CuddleMe products in Yogyakarta, (2) Bonus Pack does not significantly influence impulse buying behavior for CuddleMe products in Yogyakarta, (3) Brand Image influences impulse buying behavior for CuddleMe products in Yogyakarta, (4) Price Discount, Bonus Pack, and Brand Image simultaneously have a significant influence on impulse buying behavior for CuddleMe products in Yogyakarta. These findings imply that further researchers should explore the impulse buying behavior influenced by various factors. The findings of this research have implications for CuddleMe product manufacturers to formulate strategies for customers who have purchased their products to exhibit impulse buying behavior.
Co-Authors , Harmoko Aditya Wardhana Al Mubarok, Itsnan Mahfuddin Amalia, Nasyita Vivi Amerta, Muhammad Rovi Aprinta E B, Gita Ayu Noviani Hanum Azizah, Febiola Nur Desy Nur Aini Fajri Ersanly, Naomi Euis Soliha Gunarti, Tri Tami Gunawan, Hamzah Harmoko Harmoko, Harmoko Huda, Ismaul Khairul Khairul, Khairul Kisara, Kisara Kristifani, Nofela Lailatul Munawaroh, Lailatul Lestari, Neneng Mubarok Ahmadi Mustafida, Amalia Fitri Ngizudin, Risal Novasani, Raditya Jarwenda Nur Hadian Nurcahyono Nurcahyono, Nurcahyono Nurlaela, Ela Nurwita Prima, Annisa Belva Putri, Lovina Dian Maharani Ragil Surya, Prakasa Rahayu, Mikha Istria Puji Reslely Harjanti Rustandi, Handi Sari, Niwayan Ika Sarimanah, Jamilah Sekar Suci Nirmala, Komang Simanjuntak, Herlina Siregar, Zunaidy Abdullah Sri Purwaningsih Suarna, Nana Sulaika, Belkis Tati Suprapti Umaya, Shachadewi Maulida Salsa Utari, Dian Yohandi Putra, Adytia