Impulse Buying in Modern Retail: The Role of Price Discounts and In-Store Displays at Matahari Department Store

Abstract

The intensification of competition in modern retail has encouraged retailers to rely on promotional strategies that can stimulate spontaneous consumer behavior, particularly impulse buying. This study aims to examine the effect of price discounts and in-store displays on consumers’ impulse buying decisions at Matahari Department Store, Ciputra Mall, Tangerang Regency. A quantitative research approach was employed using a structured questionnaire distributed online via Google Forms to 100 respondents selected through purposive sampling. The measurement using a five-point Likert scale, data were analyzed using IBM SPSS through validity and reliability tests, normality test, partial correlation, coefficient of determination, multiple linear regression, and hypothesis testing (t-test and F-test). The results indicate that both price discount and in-store display have a positive and statistically significant effect on impulse buying, with in-store display exerting a stronger influence than price discount. The model explains 87% of the variance in impulse buying, demonstrating strong explanatory power. Furthermore, the F-test confirms that both variables simultaneously influence impulse buying behavior. These findings highlight the importance of integrating pricing strategies with visual merchandising to enhance consumer engagement and stimulate unplanned purchases in modern retail environments. The study contributes to the impulse buying literature in the Indonesian retail context and offers practical insights for retail managers in designing more effective promotional strategies. Future research is recommended to include additional variables, larger samples, and comparative studies across different retail formats.