PENGARUH BRAND IMAGE, PRICE DISCOUNT, BONUS PACK, DAN DISPLAY PRODUCT TERHADAP IMPULSE BUYING DI ALFAMART

Authors

  • Sonnya Aulia Soldie University of Muhammadiyah Purwokerto, Indonesia
  • Erny Rachmawati University of Muhammadiyah Purwokerto, Indonesia
  • Hermin Endratno University of Muhammadiyah Purwokerto, Indonesia
  • Arini Hidayah University of Muhammadiyah Purwokerto, Indonesia
  • Irawan Randikaparsa University of Muhammadiyah Purwokerto, Indonesia

DOI:

https://doi.org/10.31959/jm.v15i3.4055

Abstract

Introduction: This study aims to analyze the effects of brand image, price discounts, bonus packs, and product displays on impulse buying among Alfamart consumers in Purwokerto.
Methods: This study uses a quantitative approach with primary data obtained through distributing questionnaires to 133 respondents who were selected using the purposive technique. Data were analyzed using the Partial Least Squares (PLS) method with the help of SmartPLS 3.0.
Results: The results show that brand image, price discounts, bonus packs, and product display have a significant positive effect on impulse buying. The findings indicate that the marketing strategies implemented by the company, both through strengthening brand image, providing price discounts, offering product bonuses, and arranging products in an attractive manner, are able to encourage consumers to make spontaneous purchases.
Conclusion and suggestion: Therefore, retail companies need to optimize these various marketing strategies to increase consumers' buying interest and drive sales growth. This Research is expected to contribute to the development of marketing science and serve as a reference for companies in understanding consumers' impulse buying behavior.

Keywords: Brand Image, Price Discount, Bonus Pack, Display Product, Impulse Buying.

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Published

2026-08-29

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Vol. 15 No. 3 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)

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Copyright (c) 2026 Sonnya Aulia Soldie1), Erny Rachmawati2)*, Hermin Endartno3), Arini Hidayah4) , Irawan Randikaparsa5)

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