The Model of Impulse Buying: Consider Price Discounts and Store Displays

Nunung Ayu Sofiati (Universitas Indonesia Membangun (INABA) Bandung, Indonesia)
Lili Suryati (Universitas IBBI Medan. Indonesia)
Wikrama Wardana (Universitas Pramita Indonesia)
Nana Trisnawati (Universitas Persada Indonesia-YAI Jakarta)
April Gunawan Malau (Sekolah Tinggi Ilmu Pelayaran Jakarta, Indonesia)
Andriasan Sudarso (Universitas IBBI Medan, Indonesia)
Albert Gamot Malau (Universitas Terbuka)

Journal of Accounting and Finance Management (JAFM)
Vol. 4 No. 1 (2023): Journal of Accounting and Finance Management (March - April 2023)

This research endeavors to investigate the effects of Impulse Buying Discount Price and In-Store Display on Borma Departement Store Bandung. Additionally, it seeks to determine the combined influence of Price Discount and In-Store Display on Borma Departement Store Impulse Buying in Bandung. The study employs a descriptive quantitative methodology and involves the analysis of data collected from 980 customers at Borma Departement Store Terrain, with 91 respondents selected using a formula method. Both library and field research are used to gather data systematically and objectively. The analytical method used is descriptive analysis, and the findings indicate that Price Discount has a significant positive effect on Impulse Buying, while In-Store Display has a partially positive and significant impact on this phenomenon. The combination of discounted pricing and eye-catching in-store displays can effectively stimulate impulse purchases.