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ABSTRACT
This study aims to examine the effect of price discounts and product displays on impulse buying of Paseo tissue products to visitors to Borma Dakota Bandung. Quantitative research design using descriptive and verification research methods is used in this study. There are 2 (two) research hypotheses proposed in this study. The measurement instrument in the form of a questionnaire was distributed to 97 visitors to Borma Dakota Bandung. The results showed that partially the two independent variables in the study (price discount and product displays), each had a positive and significant influence on the impulse buying of visitors to Borma Dakota Bandung for Paseo tissue products. Further explanation of the research results, implications and suggestions regarding research can be seen in this study.
Keywords: Impulse buying, Price discount, dan Product displays.
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