Impulsive Buying dan Harga Diskon Terhadap Minat Beli Konsumen pada Boutique Yenimirza Palembang
DOI:
https://doi.org/10.36982/jeg.v8i2.3709Abstract
Penelitianini bertujuan untuk mengetahui ada tidaknya pengaruh impulse buying dan Harga Diskon terhadap minatbeli konsumen. Konsumen boutique yenimirza sebagai subjek survey dengan melakukan penyebaran kuesioner secara online digunakan sebagai alat pengumpulan data, didapat 96 orang responden. sebelum melakukan pengujian hipotesis menggunakan uji analisis regresi linier sederhana dan koefisien determinasi. Terlebih dahulu dilakukan pengujian validitas, reabilitas, normalitas, dan heteroskedaritas. Hasil Penelitian menunjukkan bahwa tidak ada pengaruh impluse buying terhadap minat beli, ada pengaruh harga diskon terhadap minat beli, dan ada pengaruh antara impulse buying dan harga diskon terhadap minat beli.
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