DO PRICE DISCOUNTS AND SALES PROMOTIONS DRIVE IMPULSE BUYING IN URBAN RETAIL SETTINGS?
DOI:
https://doi.org/10.31000/combis.v8i1.15975Abstract
The phenomenon of impulse buying within modern retail sectors in high-density business districts represents a critical frontier in understanding contemporary consumer psychology. This study investigates the impact of price discounts and sales promotions on impulse buying behavior among consumers in Jakarta’s "Golden Triangle" strategic business area. Adopting a quantitative approach, data were gathered through structured questionnaires from 60 respondents using accidental sampling. The analytical framework employed multiple linear regression and formal hypothesis testing to evaluate the relationships between promotional variables and spontaneous purchasing decisions. The findings reveal that both price discounts and sales promotions exert a positive and significant influence on impulse buying behavior. Specifically, the results suggest that integrated promotional activities act as a powerful psychological trigger, significantly increasing the likelihood of unplanned purchases in a high-pressure urban environment. The novelty of this research lies in its specific focus on the "Golden Triangle" business district, representing the unique consumption patterns of time-constrained urban professionals exposed to intensive retail marketing. This study contributes to the literature by providing retail managers with strategic insights into designing urgency-based promotional models to optimize sales volume within the convenience store format.
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