Title:
THE EFFECT OF HEDONIC MOTIVATION, IN STORE DISPLAY, AND PRICE DISCOUNT ON IMPULSE BUYING DECISIONS

Authors:
Kadek Teja Antariksa and Ni Nyoman Rsi Respati ,Indonesia

Abstract:
This study aims to determine the effect of hedonic motivation, in store display and price discounts on impulse buying. This research design uses a quantitative approach that can be categorized as associative research when viewed from the variables and their relationships to be studied. The location of this research is in all Miniso outlets in Denpasar City. The population uses all Miniso customers and the sample used is 160 respondents. The data analysis techniques used are Validity Test, Reliability, Classical Assumptions, Multiple Linear Regression, F Test, t Test, and Coefficient of Determination. Based on the results of the study, it can be seen that: (1) hedonic motivation has a significant positive effect on impulse buying, (2) in store display has a significant positive effect on impulse buying, (3) price discount has a significant positive effect on impulse buying. This study is expected to provide an empirical contribution to the relationship between hedonic motivation variables, in store displays, price discounts and impulse buying for the development of marketing science.