Price Perception : Effect of Coupon Proneness and Sale Proneness on Consumer Impulse Buying

Abstract

The purpose of this research is to find out the consumer's price perception by considering two factors that are Coupon Proneness and Sale Proneness in order to know its influences on Impulse Buying of consumer from one of the biggest department store retail company in Surabaya. Then, the researcher needs to take 385 respondents, which are taken from infinite population of the department store’s consumer by utilizing questionnaire as a re- search instrument. The research is a quantitative with the data analysis applies multiple regression by using SPSS program. By the research, the researcher applies independent and dependent variables. The independent variable consists of coupon proneness and sale proneness. The de-pendent variable consists of impulse buying. The result of the research shows that there is a simultaneous effect of coupon proneness and sale proneness toward impulse buying, however there is no significant partially effect of sale proneness towards impulse buying. There are also many factors besides coupon proneness and sale proneness which also influence consumer impulse buying.