The Effects of Price Discount and In- Store Display on Impulsive Buying Behavior (Case Study: Customer H&M in Jakarta)o

Abstract

This research aims to test the effect of price discount and in-store display towards impulsive buying behavior using quantitative methods. It is expected that both price discount and in-store display lead to positive effect on impulsive buying behavior to customer H&M in Jakarta. The purpose of this research are; identify the positive effect of price discount and in-store display on impulsive buying behavior to customer H&M in Jakarta. This study results a finding that price discount and in-store display have positive effect on impulsive buying behavior to customer H&M in Jakarta. From this results, it is recommended for company to maintain price discount promotion and attractive in-store display in order to increase the impulsive buying behavior. Also, it is recommended for the future researcher to able to expand this research.