PENGARUH BRAND IMAGE DAN PRICE DISCOUNT TERHADAP PERILAKU IMPULSIVE BUYING PRODUK LIPSTICK HANASUI PADA MAHASISWI S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG

PITRIANTI, LISA and Yunita, Dessy (2025) PENGARUH BRAND IMAGE DAN PRICE DISCOUNT TERHADAP PERILAKU IMPULSIVE BUYING PRODUK LIPSTICK HANASUI PADA MAHASISWI S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine and analyze the effect of brand image and price discount on impulsive buying behavior. The method used in this research is quantitative method. The data in the study were tested using validity tests, reliability tests, classical assumption tests, and hypothesis tests analyzed using IBM SPSS Statistic 29. The data collection technique used a questionnaire and the sampling technique used non probability sampling. The criteria used were female students of the Faculty of Economics, Sriwijaya University Palembang Campus who had bought hanasui lipstick impulsively in the last six months. The results of this study indicate that brand image and price discount have a positive and significant effect on impulsive buying behavior both partially and simultaneously. Apart from this, price discount has a relatively greater influence on impulsive buying than brand image.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Price Discount, Impulsive Buying
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Lisa Pitrianti
Date Deposited:	24 Oct 2025 02:42
Last Modified:	24 Oct 2025 02:42
URI:	http://repository.unsri.ac.id/id/eprint/185332

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