EFFECT OF DISCOUNT AND HEDONIC SHOPPING MOTIVES AGAINST BUYING IMPULSE

Abstract

Modern retail consumers tend to make unplanned purchases. One of the modern retailers in Medan City is Parkson. Some of the problems in Parkson are poor product arrangement, and consumers get less hedonic shopping motives. This study aims to determine the effect of discounts and hedonic shopping motives on impulse buying in Parkson consumers. Data collection techniques used were purposive sampling with a sample of 100 consumers. Data analysis was carried out quantitatively using the SPSS version 22 program. The analytical method used was multiple linear regression. The results showed a positive and significant influence between discounts and hedonic shopping motives on impulse buying in Parkson consumers both partially and simultaneously. The hedonic shopping motives variable has the most influence on the impulse buying of Parkson consumers compared to discount. Discount can be increased by checking products, improving product quality. In addition, hedonic shopping motives can be improved by calculating the distance between the display racks and several additional facilities.