PENGARUH DISKON, PROMOSI PENJUALAN DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING PADA KONSUMEN (STUDI PADA PENGUNJUNG MALL GRAND INDONESIA JAKARTA PUSAT)

Abstract

At this writing the author describes how much influence the discount, sales promotion
and shopping lifestyle on impulse buying at the Mall Grand Indonesia. This study uses
primary data taken from 150 Mall Grand Indonesia. Data analysis uses multiple linear
regression. Based on static data analysis, the indicators in this study are valid and real
variables. In testing the classical assumptions, there is no multicollinearity and
heteroscedasticity and normal distribution. The results of this study indicate that partially
the discount does not have a significant effect on impulse buying, while sales promotion
and lifestyle shopping partially have a significant effect on impulse buying. Based on the
simultaneous results, it is proven that discounts, sales promotions and shopping lifestyle
simultaneously have a significant effect on impulse buying at Mall Grand Indonesia.