Relationship of Online Promotions and Discounts on Impulse Buying: A Case Study of Matahari Binjai Supermall Consumers

Indawati Lestari; Hasbiana  Dalimunthe

doi:10.56225/ijfeb.v2i4.286

Authors

Indawati Lestari Faculty of Economics and Business, Universitas Medan Area, Medan Sunggal, 20112 Kota Medan, Sumatera Utara, Indonesia
Hasbiana Dalimunthe Faculty of Economics and Business, Universitas Medan Area, Medan Sunggal, 20112 Kota Medan, Sumatera Utara, Indonesia

DOI:

https://doi.org/10.56225/ijfeb.v2i4.286

Keywords:

Online promotions, Discounts, Impulse buying

Abstract

In the contemporary age, traditional markets are gradually being overshadowed as individuals increasingly favour shopping in modern retail establishments. The surge in retail business can be attributed to a growing consumer base seeking convenient and comfortable shopping experiences, intensifying competition within the business realm. Thus, this study aims to analyze the effect of online promotions and discounts on impulse buying by Matahari Binjai Supermall consumers. The sample was selected using the accidental technique. The number of samples taken was 150 respondents, and the data processing used multiple linear regressions. The results showed that online promotions positively and significantly affect impulse buying. Discounts have a positive and significant effect on impulse buying. Simultaneously, online promotions and discounts positively and significantly affect impulse buying. In conclusion, the study reveals a clear and affirmative impact of online promotion and discounts on impulse buying. Individually, both online promotions and discounts demonstrate a positive and significant effect on impulse buying. Moreover, the simultaneous presence of online promotions and discounts amplifies their combined influence, underscoring the synergistic nature of these factors in driving impulse buying behaviour. It underscores the importance of strategic marketing approaches incorporating online promotion and discounts to enhance consumer engagement and stimulate impulsive purchasing.

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