ISJ Theoretical & Applied Science 09(113) 2022

Philadelphia, USA

Taufiqurrahman, & AZ, A. P.

The Effect of Discount Pricing and Bonus Pack on Positive Emotion and Impulse Buying of Indomaret Customers in Pekanbaru.

Full Article: PDF

Scientific Object Identifier: http://s-o-i.org/1.1/TAS-09-113-11

DOI: https://dx.doi.org/10.15863/TAS.2022.09.113.11

Language: English

Citation: Taufiqurrahman, & AZ, A. P. (2022). The Effect of Discount Pricing and Bonus Pack on Positive Emotion and Impulse Buying of Indomaret Customers in Pekanbaru. ISJ Theoretical & Applied Science, 09 (113), 61- 69. Soi: http://s-o-i.org/1.1/TAS-09-113-11 Doi: https://dx.doi.org/10.15863/TAS.2022.09.113.11

Pages: 61-69

Published: 30.09.2022

Abstract: This study aims to investigate the effect of Discount Pricing (X1) and Bonus Pack (X2) on Positive Emotion (Y1) and Impulse Buying (Y2) Indomaret Customers in Pekanbaru. The population of this study was Indomaret Customers in Pekanbaru that is unknownin numbers, and the samples were 120 peoplebased on Hair formula. Structural Equation Model (SEM) with SmartPLS version 3.2.8 was used to analyze the data. The results shown that: 1) discount pricing had a positive and significant effect on positive emotion; 2) bonus pack had a positive and significant effect on positive emotion; 3) discount pricing had a positive and significant effect on impulse buying; 4) bonus pack had a positive and significant effect on impulse buying; 5) positive emotion had a positive and significant effect on impulse buying; 6) discount pricing had a positive and significant effect on impulse buying through positive emotion; 7) bonus pack had a positive and significant effect on impulse buying through positive emotion.

Key words: Discount Pricing, Bonus Pack, Positive Emotion, Impulse Buying.