Pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying melalui Nilai Hedonik di Carrefour Surakarta

Sri Isfantin Puji Lestari


The purpose of this study is to analyze the Price Discount and Bonus Pack to the Hedonic Shopping Value as well as its impact on Impulse Buying of Carrefour customers in Surakarta. The results of this study show that the price discount and bonus pack have influence on hedonic shopping value and impulse buying. This study also shows that the hedonic shopping value is an intervening variables that can mediate the effect of price discount and bonus pack variables on impulse buying.


Bonus pack, Hedonic shopping value, Impulse buying, Price discount

Full Text:



Allen, N. J. & Meyer, J. P. (1990). The Measurement and Antecedent of Affective, Continuance and Normative Commitment to the Organization. Journal of Occupational Psychology, 91, 1-18.

Alma, B. (2012). Manajemen Pemasaran dan Pemasaran Jasa. Edisi Keenam. Bandung: Alfabeta.

Arnold, M. J. & Reynold, K. E. (2003). Hedonic Shopping Motivation. Journal of Retailing, 79(2), 77-95.

Bayley, G. & Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon. Qualitative Market Research: An International Journal, 1(2), 99-114.

Beatty, S. E. & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191.

Belch, G. E. & Belch, M. A. (2009). Advertising and Promotion: An Integrated Marketing Communication Perspective. 8th Edition. New York: Pearson Education.

Dawson, S. & Kim, M. (2009). External and Internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34.

Ferdinand, A. (2002). Structural Equation Modeling Dalam Penelitian Manajemen. Edisi 2. Semarang: NP Undip.

Hausman, A. (2000). A Multi Method Investigation of Consumer Motivation in Impulse Buying Behavior. Journal of Consumer Marketing, 17(5), 403-419.

Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: emerging concept, methods and proportions. Journal of Marketing, 46, 92-101.

Mowen, J. C. & Minor, M. (2002) Perilaku Konsumen. Edisi Kelima. Jakarta: PT. Erlangga.

Park, E. J., Kim, E. Y. & Judith, C.F. (2006). A Structural Model of Fashion-Oriented Impulse Buying Behavior. Journal of Fashion Marketing Management, 10(4), 433-446.

Putri, Y. T. A. & Edward, M. (2014). Pengaruh Bonus Pack dan Price Discount terhadap Impulse Buying pada Konsumen Giant Hypermarket Diponegoro Surabaya. Universitas Negeri Surabaya. Retrieved from


Rook, D. W & Fisher, R. J. (1995). Normative influences on impulse buying behavior. Journal of Consumer Research.

Schiffman, L. G. & Kanuk, L.L. (2000). Consumer Behavior. 7th edition. Prentice-Hall International, Inc.

Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: the role of affect, social influence, and subjective wellbeing. Journal of Consumer Marketing, 25(1), 23-33.

Singarimbun, M. & Sofian, E. (1993). Metode Penelitian Survai. Jakarta: LP3ES.

Tjiptono, F., Chandra, G. & Andriana, D. (2008). Pemasaran Strategik. Yogyakarta: Andi Offset.

Tjiptono, F. (2008). Strategi Pemasaran. Edisi Ketiga. Yogyakarta: Andi Offset.

Zhang, Y., Sirion, C., & Combs, H. (2011). The Influence of the mall environment on shopper’s value and consumen behavior in China. ASBBS Annual Conference, 18(1), 214-224.



  • There are currently no refbacks.

Copyright (c) 2018 Sri Isfantin Puji Lestari

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship has been indexed/listed by:

Google Scholar Crossref Sinta Garuda IOS PKP Index LOCKSS ROAD BASE ResearchBib SIS WorldCat ASI Scilit logo Dimensions OpenAIRE Microsoft Academic CORE DRJI Semantic Scholar EuroPub SJIFactor Publons Hollis

The Journal of Maksipreneur: Management, Cooperative, and Entrepreneurship (JMP)

Organized by Management DepartmentUniversitas Proklamasi 45 Yogyakarta, Indonesia

Published by Universitas Proklamasi 45 Yogyakarta, Indonesia

Email: |

ISSN (online): 2527-6638  ISSN (printed): 2089-550X