An empirical examination of price discount, bonus pack, and instore display on consumers’ purchase intention

Bambang Suwarno

International Journal of Science and Business, 2020, vol. 4, issue 2, 303-314

Abstract: This study aimed to determine the effect of price discount, bonus pack, and instore display on consumer purchasing intention at Home Smart. The research data was obtained from 267 respondents who visited at Home Smart. Data processing using SPSS application. Data testing was performed using classical assumption tests and multiple linear regression. The results show that price discount, bonus pack, and instore display have a positive and significant impact on consumer purchasing intention at Home Smart, either in partial or simultaneous. Price discounts have the most influence on consumers’ purchasing intentions compared to bonus packs and instore displays. Price discount, bonus pack and instore display also have a strong relationship with consumer purchase intent. Moreover, 88.9% of consumer purchase intent of Home Smart can be explained by price discount, bonus pack, and instore display, while 11.1% is explained by other factors.

Keywords: Price Discount; Bonus Pack; Instore Display; Purchase Intention; Home Smart (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aif:journl:v:4:y:2020:i:2:p:303-314

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