PENGARUH PRICE DISCOUNT, SALES PROMOTION, DAN SERVICE QUALITY TERHADAP IMPULSE BUYING BEHAVIOR SAAT PANDEMI COVID-19 PADA KONSUMEN INDOMARET KELURAHAN TEMBALANG KOTA SEMARANG

Abstract

ABSTRACT
The Covid-19 pandemic that hit Indonesia has caused a shift in consumer buying behavior.
Beforehand, consumers were able to control their emotions in making purchases. However, during
the Covid-19 pandemic, consumers tend to feel excessive anxiety, causing impulsive buying
behavior. Impulsive buying behavior also occurs due to stimulation from stores or retailers that
offer interesting goods,resulting in an urge to buy more. Consequently, people becoming more
consumptive and impulsive when making purchases. This study was conducted to determine the
effect of price discount, sales promotion, and service quality on impulsive buying behavior of
Indomaret consumers in Tembalang Urban Village during the Covid-19 pandemic.
This study used the sample of120 respondents who had made an impulse purchase at
Indomaret Tembalang Urban Village during the Covid-19 pandemic. The sampling in this study
usednon-probability sampling with accidental sampling technique using a questionnaire as a
method of data collection. This study used Multiple Linear Regression Analysis with SPSS 25
analysis tools.
The results in this study indicates that price discount, sales promotion and service quality
has a positive and significant effect on impulsive buying behavior.