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

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  • Bambang Suwarno

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.

Suggested Citation

  • Bambang Suwarno, 2020. "An empirical examination of price discount, bonus pack, and instore display on consumers’ purchase intention," International Journal of Science and Business, IJSAB International, vol. 4(2), pages 303-314.
    • Handle: RePEc:aif:journl:v:4:y:2020:i:2:p:303-314
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