THE INFLUENCE OF BRAND IMAGE, PRICE DISCOUN, PACKAGE BONUSES AND PRODUCT QUALITY ON BUYING IMPULSE IN ORIFLAME PRODUCTS
Main Article Content
Cut Annisa Sabilla
Munandar
Syamsul Bahri
Jullimursyida
This research aims to test of brand image, price discount, package bonuses, and product quality on impulse buying of Oriflame products. The data in this research was collected using questionnaires as the data collection instrument. The sample consisted of 130 respondents. This research used a quantitative approach with multiple linear regression analysis and was processed using SPSS (Statistical Package for the Social Sciences). The hypothesis was tested using SPSS version 26.0. The results of this study indicate that, partially, the brand image variable has a positive and significant effect on impulse buying of Oriflame products, statistically 0.002 < 0.05, and has a t-value > t-table value of 3.246 > 1.656. The price discount variable does not affect and is not significant for impulse buying of Oriflame products, statistically 0.947 > 0.05, and has a t-value < t-table value of 0.066 < 1.656. Meanwhile, the package bonuses variable has a positive and significant effect on impulse buying of Oriflame products, statistically 0.004 < 0.05, and has a t-value > t-table value of 2.974 > 1.656. Additionally, the product quality variable has a positive and significant effect on impulse buying of Oriflame products, statistically 0.000 < 0.05, and has a t-value > t-table value of 4.713 > 1.656. The Adjusted R Square value of the independent variables, namely brand image, price discount, package bonuses, and product quality, shows that 41.2% of the variance is explained by these variables, while the remaining 58.8% is explained by other variables not included in this study.
A Fauziah, SYK (2023). The Influence of Promotions and Physical Evidence on the Purchasing Decision Process (Survey of Clup! Hot Pot Consumers). 29–86.
Adelia, R., & Cahya, SB (2023). INFLUENCE OF CONTENT MARKETING AND BRAND IMAGE. 11(3).
Adinda. (2021). The Influence of Price Discounts and Bonus Packs on Impulse Buying with Positive Emotion as a Mediating Variable in Guardian Samarinda Central Plaza Retail Consumers. Management Studies and Entrepreneurship Journal, 5(1), 2882–2895. http://journal.yrpipku.com/index.php/msej
Adnan, RA and. (2021). Marketing Management (From Legacy Marketing to New Wave Marketing).
Afifah Yuliarahma, & Andri Nurtantiono. (2022). Analysis of the Influence of Brand Image, Price Discount, Package Bonuses and Product Quality on Impulse Buying of Oriflame Products. Juremi: Journal of Economic Research, 2(4), 441–452. https://doi.org/10.53625/juremi.v2i4.4451
Agisnawati, A. (2020). The Influence of Discounts, Promotions, and Brand Image on Loyalty in Purchasing Products in Online Shops. 9–32.
Al-qindi, AH, & Kurriwati, N. (2023). Journal of Management Science Studies. 3(2), 168–178.
Ambo, I. (2023). The Influence of Features, Brand Image, and Price Perceptions on Purchasing Decisions. 2016, 9–29.
Anggraini, FA (2022). The Influence of Product Innovation, Product Quality, Brand Equity, and Design on Purchasing Decisions on Iphone Smartphones in DKI Jakarta. 1–10.
Anjelika, R., Suwito, D., & Nurweni, H. (2021). AGAINST IMPULSE BUYING ON DELIVERY PLATFORMS. 2(2), 259–274.
Anlian, DA, & Riyanto, K. (2023). The Influence of Store Atmosphere, Price Discount and Sales Person on Impulsive Buying. 4(1), 33–38. https://doi.org/10.47065/arbitrase.v4i1.1044
Arip Priyadi, Christine C. Widayati, Didin Hikmah Perkasa, Muhammad Al Faruq Abdullah, ME (2020). PRODUCT QUALITY, SERVICE QUALITY AND LOCATION ON PURCHASING DECISIONS AT GRAMEDIA MALL CENTRAL PARK. Paper Knowledge . Toward a Media History of Documents, 6, 12–26.
Astuti et al. (2021). The Influence of Brand Ambassadors and Brand Image on Azarine Cosmetic Purchasing Decisions. Journal on Education, 5(2), 4170–4178. https://doi.org/10.31004/joe.v5i2.1115
Astuti, W. (2020). THE INFLUENCE OF BRAND IMAGE ON STUDENTS' INTEREST IN CONTINUING EDUCATION IN HIGHER COLLEGE (Research on class XI IPS students at SMA PGRI 1 Bandung). Suparyanto and Rosad (2015, 5(3), 248–253.
Azmi, N. (2023). The Influence of Price Discounts and Bonus Packs on Impulse Buying. 2(1), 0–6.
Cahyaningtya. (2020). THE EFFECT OF PRICE DISCOUNT, BONUS PACK, AND IN STORE DISPLAY ON IMPULSE BUYING (ON INDOMARET SIDOARJO CONSUMERS). 2021, 1–21.
Chando Steven Johannes, VS (2021). The Influence of Brand Ambassadors, Trust, and Price Discounts on Purchase Interest in the Tokopedia Application. 6(2), 98–112.
Dewi, MP (2021). The Influence of Store Atmosphere, Social Media Promotion, Word of Mouth on Purchasing Decisions at Habbit Eatery Coffee Malang. Journal of Management and Professionalism, 2(2), 26–36. https://doi.org/10.32815/jpro.v2i2.846
Dianto, R., & Susmonowati, T. (2021). The Effect of Price Discounts and Bonus Packages on Impulsive Buying in Indomaret Consumers. JAMBIS: Journal of Business Administration, 1(4), 269–273.
Elisha, F.A. (2021). The Influence of Price Discounts and In-Store Displays on Impulse Buying among Bekah Mart Minimarket Consumers in Pekanbaru City.
Erlin Ade Wiryani, FF (2022). Analysis of Product Quality, Price and Promotion in Product Repurchase Decisions. 1(5), 717–724.
Ernawati, D. (2019). The Influence of Product Quality, Product Innovation and Promotion on Purchasing Decisions for Hi Jack Sandals Bandung Products. JWM (Journal of Management Insights), 7(1), 17. https://doi.org/10.20527/jwm.v7i1.173
Fairuz Herdiana, A., National Development, U., & Timur, J. (2023). The Influence of E-WOM and Price Discounts on Impulse Buying Behavior. Management Studies and Entrepreneurship Journal, 4(3), 3043–3048. http://journal.yrpipku.com/index.php/msej
Fietroh, FEM & MN (2024). The influence of price discounts, bonus packs, and in-store displays on impulse buying among customers of modern retail stores (case study of Indomaret customers in Sumbawa City). 2(1), 144–153.
Finthariasari, M., & Zetira, AM (2022). Purchase Intention: The Influence of Price Discounts, Bonus Packs and Celebrity Endorsers. Journal of Business and Management, 18(1), 16–25. https://doi.org/10.23960/jbm.v18i0.233
Firmansyah, I. (2019). regarding the decision to purchase Kober Mie Satan in Malang City. 3(2), 116–123.
Ghozali, I. (2018). Multivariate Analysis Applications with the IBM SPSS 25 Program (9th ed). Semarang: Diponegoro University.
Ghozali, I. (2020). Multivariate Analysis Applications with the IBM SPSS 26 Program (10th ed.). Diponegoro University Publishing Agency. Semarang.
Ginting, R.B. (2021). The Influence of Personal Selling and Discounts on Decisions to Purchase Oriflame Products (Case Study of Students at the Faculty of Economics, Santo Thomas University, North Sumatra). 1–30.
Gracelia, Y., & Indriani, F. (2023). ANALYSIS OF THE INFLUENCE OF SOCIAL MEDIA MARKETING, INFLUENCER REPUTATION AND PRICE DISCOUNTS ON DECISIONS AS INTERVENING VARIABLES (Study of Tiktok Shop Users in Semarang City). 12, 1–15.
Gunawan, H., & Pratiwi, I. (2024). The Influence of Price Discount, Bonus Pack, Brand Image on Impulse Buying of Cuddleme Products in Yogyakarta. The Influence of Price Discount, Bonus Pack, Brand Image on Impulse Buying of Cuddleme Products in Yogyakarta. 3(1), 119–130.
Handayani, V., & Rahayu, Y. (2021). The Influence of Product Quality and Service Quality on Daihatsu Luxio Car Purchase Decisions. Journal of Management Science, 3(2), 64–75. https://doi.org/10.51977/jsm.v3i2.560
Price, P., Product, K., Citra, DAN, & Against, M. (2023). The influence of price, product quality and brand image on Indomie purchasing decisions in Semarang. 21(1), 423–432.
Hartin, V. F. (2023). THE INFLUENCE OF E-WOM ON PURCHASE DECISIONS MEDIATED WITH BRAND IMAGE AND BRAND TRUST AT INDOMARET BRANCH MANDALA BY PASS. METADATA Scientific Journal, 5(2), 350–372. https://doi.org/10.47652/metadata.v5i2.389
Hasim, M., & Lestari, R.B. (2022). The Influence of Price Discounts, Hedonic Shopping Motivation, E-WOM and Shopping Lifestyle on Impulse Buying on Tokopedia. Multi Data University Palembang Scientific Journal of Economics and Business, 12(1), 59–69.
Hendrawati, E., & Sitorus, DHH (2022). The Influence of Social Media, Price Discounts and E-Money on Impulse Buying at Roempi Coffee Gerai BCS Mall Batam City. ECo-Buss, 5(1), 37–48. https://doi.org/10.32877/eb.v5i1.308
Hidayat, G., Ratnasari, SA, Sri, A., & Qurrotul, A. (2023). The Effect of Product Diversification on Purchasing Decisions at CV. Ayna Factory Sumedang. 1–13.
Indrasari, DM (2019). Marketing and Customer Satisfaction.
Indriany, VP (2018). Location, Physical Evidence, Promotion via Social Media on Purchasing Decisions. 30–80.
Irawan, MG (2023). The Influence of Price Discounts, Product or Souvenir Bonuses and Brand Awareness on Impulse Purchases among MS Glow Consumers in Brebes City.
Irmayanti, S., & Annisa, IT (2023). Scientific Journal of Management and Business (JIMBI) The Role of Brand Image Mediation on Purchase Decisions for Local Brand Cosmetics in Urban Women. The Role of Brand Image Mediation on Purchase Decisions for Local Brand Cosmetics in Urban Women. 4(1), 106–116. https://doi.org/10.31289/jimbi.v4i1.1774
Iswati, N. (2022). The Influence of Price Discounts, Sales Promotions and Service Quality on Consumer Satisfaction at Guardian Gran Batam Mall.
Jokhu, JR, & Charisma, HV (2022). Are Consumers Impulsive in Buying Food Through Online Applications? Implications of Promotion by the Gojek Application, Positive Emotions and Hedonic Interest in Impulsive Buying. Journal of Management Science, 10(2021), 881–892.
Kotler and Armstrong. (2019). The Influence of Product Variation, Product Quality, and Service Quality on Consumer Repurchase Interest at the Prahasta Purbalingga Store. Rofik Priyanto Lecturers in Business and Retail Management Study Program, Madyathika Polytechnic Purbalingga. EKOMA : Economic Journal, 3(2), 898–906.
Laraswati, N. (2020). Analysis of the Influence of Brand Image, Perceived Value, and Lifestyle on Purchase Decisions for iPhone Smartphone Products among STEI Jakarta Students. 7–23.
Lestari, DP, & Widjanarko, W. (2023). THE INFLUENCE OF BRAND IMAGE, PRICE PERCEPTION AND E-WORD OF MOUTH ON PURCHASE DECISIONS FOR JINISO FASHION PRODUCTS. ID IN SHOPEE MARKETPLACE. 2.
Liana, Y., Putri, I., Djafri, T., & S, DP (2024). The Influence of Product Quality on Consumer Loyalty Through Consumer Satisfaction at the Shopee Yuyuk Company. 12(1), 77–85.
Lidyawati, L. (2022). Perceived Behavior Control, Motivation, Lifestyle on Consumer Behavior. 6–25.
Management, PS, & Salma, AN (2022). THE INFLUENCE OF PRODUCT QUALITY, E-SERVIS QUALITY ON INCREASING REPURCHASE INTENTION AND E-WOM AS INTERVENING VARIABLES.
Mariati Tirta Wiyata, EFH (2022). The Effect of Bonus Packs and Price Discounts on Impulse Buying (Study on PT Sumber Alfaria Trijaya TBK Sarasa Loasari Clients, Sukabumi City). 5(April).
Martini, E., & Hertina, D. (2023). The Effect of Price Discounts and Product Quality on Online Impulse Purchases (Case Study of Shopee Users in Andir District, Bandung City). JIIP - Scientific Journal of Educational Sciences, 6(4), 2244–2251. https://doi.org/10.54371/jiip.v6i4.1845
Muklis, AC, & Rusdianto, RY (2023). The Influence of Shopee Price Discounts and Advertisements on Shopee Consumers' Purchase Interest. SEIKO : Journal of Management & Business, 6(1), 337–347. https://doi.org/10.37531/sejaman.v6i1.2811
Nasrul Efendi, Tya Wildana Hapsari Lubis, & Sugianta Ovinus Ginting. (2023). The Influence of Brand Image, Promotion, Service Quality and Store Atmosphere on Consumer Satisfaction. Journal of Economics, 28(2), 197–215. https://doi.org/10.24912/je.v28i2.1626
Nina Noviastuti, NN (2022). Efforts to Increase Sales Using the Marketing Mix Method at PT.Mega Finance Yogyakarta. 5(1).
Novia Ulfa Rantelina, Rini Andiyani, ZDW (2023). THE INFLUENCE OF BONUS PACKAGES, SHOPPING LIFESTYLE, AND STORE ATMOSPHERE ON CONSUMER PURCHASES OF MATAHARI SOLO GRAND MALL CONSUMERS. 904–925.
Oktavia, Y., & Sudarwanto, T. (2023). The Influence of Brand Image and Brand Awareness on Customer Loyalty Through Customer Satisfaction as an Intervening Variable for Consumers of Wardah Beauty Products in the City of Surabaya. Journal of Commerce Education, 11(3), 240–252.
Pramesti, CW, & Setyawan, AA (2024). The Influence of Brand Image, Product Quality and E-Wom on Intention to Buy Environmentally Friendly Products. 17(1), 714–724.
Prayuda, RZ (2023). The role of price perception, product quality, and. 2, 15–20.
Purwianti, L., & Batam, UI (2022). The Influence of Religion, EWOM, Brand Image and Attitude on Purchase Intention. 5(1), 40–50.
Putri, NA (2023). The Influence of Product Quality, Price, and Brand Image on Wardah Lipstick Purchasing Decisions. 1(5).
Putri, NDPD, Novitasari, D., Yuwono, T., & Asbari, M. (2021). The Influence of Product Quality and Service Quality on Indihome Customer Satisfaction. Journal Of Communication Education, 15(1), 1267–1283. https://doi.org/10.58217/joce-ip.v15i1.226
Raharjo, OS, Sari, NA, & Nursapitri, R. (2020). THE INFLUENCE OF IN-STORE DISPLAY, BONUS PACK AND DISCOUNT ON IMPULSE BUYING IN IWAN SWALAYAN TENGGARONG. 68–78.
Rahman, SH, Rohaeni, H., Wijaya, S., & Dewi, K. (2020). The Influence of Price Discounts and Bonus Packs on Purchase Intention. Journal of Management Science, 2(1), 24–36.
Rahmawati, AL (2021). The Influence of Price Discounts, Store Displays and Bonus Packs on Impulse Buying. 2012, 11–40.
Rahmawaty. (2021). The Influence of Consumer Behavior on Purchase Decisions for Beauty Products Through Shopee E-Commerce. Journal of Economic Education…, 17, 239–248. https://doi.org/10.19184/jpe.v17i2.42375
Ramadhan, AW, & Ekasari, N. (2022). The Influence of Price Discounts and Bonus Packs on Impulse Buying (Case Study of Alfamart Customers in Jambi City). Journal of Applied Management and Finance, 10(02), 354–367. https://doi.org/10.22437/jmk.v10i02.14101
Ramadhani, SD (2021). The Influence of Service Quality and Price on Lion Air Customer Satisfaction at Sultan Hasanuddin Makassar International Airport. 4(1), 1–23.
Ranni Anggriyani, SP (2022). The influence of brand image, product quality, and price on product purchasing decisions. 18–24.
Richard Oliver (in Zeithml., et al. 2018). (2021). The influence of price discount bonus packs on impulse buying. Angewandte Chemie International Edition, 6(11), 951–952., 2013, 2013–2015.
RILIANTIKA, NLPA (2023). The Influence of Brand Image Ambassador, Brand Image and Price Perception on Purchasing Decisions for Scarlett Whitening Products in Bali. 1–39.
Rina, M., Meutia, R., Ardiyanti, DA, Management, PS, Economy, F., Samudra, U., Langsa, K., Discount, P., Produk, D., & Buying, I. (2022 ). The Influence of Product Diversity, Price Discounts, and Product Displays on Consumer Impulse Buying. 2, 116–125.
Rizqi Cahya Putri, F., & Artanti, Y. (2022). Impulse Buying on Marketplaces: The Influence of Personality, Price Discounts and Social Media. SIBATIK JOURNAL: Scientific Journal for Social, Economic, Cultural, Technological and Educational Sectors, 1(5), 509–522. https://doi.org/10.54443/sibatik.v1i5.59
Roni Marsiana Suhendi, DRJS (2022). The influence of price discounts and e-marketing on impulse buying behavior. 81–87.
Rudini, A. (2022). The Influence of Price Discounts and Bonus Packs on Impulse Buying Decisions among Batik Gallery Consumers in Sampit. Journal of Economics and Business, 10(02), 10–16.
Safitri, SN, & Mutmainah, K. (2023). PRICE DISCOUNT, BONUS PACK, IN-STORE DISPLAY AND FINANCIAL ATTITUDE AND ITS INFLUENCE ON CONSUMERS' IMPULSE BUYING BEHAVIOR DECISIONS (Case Study of Generation Z Visitors to Rita Pasaraya Wonosobo). 4(2).
Sahabuddin, R., Arif, HM, Manai, SD, Suryani, D., & Sabirin, A. (2023). The Influence of Brand Image, Product Quality, and Price on Buying Interest of Wizzmie Consumers in Makassar City. Scientific Journal of Management and Business (JIMBI), 4(2), 230–237. https://doi.org/10.31289/jimbi.v4i2.2775
Sinaga, HL, Damanik, HM, & Purba, ML (2023). THE EFFECT OF PRICE DISCOUNT AND IN-STORE DISPLAY ON (Study of Consumers in Irian Supermarket, Medan City). 01(01), 11–20.
Sinaga, M. (2022). The Influence of Bonus Packs and Price Discounts on Impulse Buying at Maju Bersama Supermarkets. 1–18.
Singka, CN (2020). The Influence of the Flash Sales Program on Shopee E-Commerce on the Consumptive Behavior of Economic Education Students. 20–40.
Sonata. (2023). Al-Kharaj: Journal of Economics, Finance & Sharia Business. The Influence of Price Discount, Store Atmosphere, and Product Display on Impulse Buying at Matahari Department Store Al-Kharaj: Journal of Economics, Finance & Sharia Business. 5, 2777–2788. https://doi.org/10.47467/alkharaj.v5i6.3646
Sugiyono. (2020). Quantitative Qualitative and R&B Research Methods. Alphabet CV. Bandung.
Susetyo, RNR (2021). The influence of product attributes, brand image and price on purchasing decisions.
Taftazani, AH, & Rosyadi, I. (2023). The Influence of Influencer Marketing, Fashion Lifestyle, and Price Discounts on Decisions to Purchase Fashion Products on Shopee. Jursima, 11. https://ojsiibn1.indobarunasional.ac.id/index.php/jursima/article/view/706%0Ahttps://ojsiibn1.indobarunasional.ac.id/index.php/jursima/article/download/ 706/371
Themba, O.S., & Romadhoni, B. (2023). Strategy to Increase Consumer Buying Interest Through Social Marketing, Celebrity Endorsements and Price Discounts. ECOMBIS REVIEW: Scientific Journal of Economics and Business, 11(1), 653–662. https://doi.org/10.37676/ekombis.v11i1.3305
Veronika, NS (2022). The Influence of Shopping Lifestyle, Product Quality, Price, and Electronic Word of Mouth on Generation Z's Impulse Buying at the Tiktok Shop. September.
Waluyo, Nurohman, & Qurniawati. (2022). The Influence of E-Wallet Use and Financial Literacy on Impulsive Buying Behavior. Owner, 7(3), 2010–2020. https://doi.org/10.33395/owner.v7i3.1601
Wijaya, S. (2022). The Influence of Discounts, Promotions, Digital Marketing, Brand Image, and Consumer Trust on Purchasing Decisions of Shopee Application Users in Tanggerang City.
Wildad, S. (2023). Product Marketing Strategy at PT. United Motors Center Blitar Report.
Wiyata, Mariati Tirta, HPK (2022). Promotion and Price Analysis of Consumer Purchasing Decisions at PT Surganya Motor Indonesia Bandung. 11(3).
Wiyata, MTW & MT (2022). THE EFFECT OF BONUS PACKS AND PRICE DISCOUNTS ON BUYING IMPULSE (STUDY ON CLIENTS OF PT SUMBER ALFARIA TRIJAYA TBK SARASA 2 LOASARI KOTA SUKABUMI). 5(8.5.2017), 2003–2005. https://www.who.int/news-room/fact-sheets/detail/autism-spectrum-disorders
Yulfita, USHA (2020). The Influence of Price Discounts and Bonus Packs on Impulse Buying among Alfamart Customers in Central City, Kecepatan District. Scientific Journal of Management and Business, 2(1), 120.
Yuniawati, Y., & Istichanah. (2023). The Influence of Discounts, Product Quality, and Lifestyle on Consumers' Impulse Buying Decisions for UNIQLO Products. Journal of Trends Economics and Accounting Research, 3(3), 321–327. https://doi.org/10.47065/jtear.v3i3.596
