ANALISIS PERAN DISCOUNT DAN BONUS PACK TERHADAP IMPULSE BUYING DENGAN PERSPEKTIF ETIKA KONSUMSI ISLAM (Studi Pada Pelanggan Minimarket Chamart di Kota Bandar Lampung)

Ferdiawan, BIN MUHAMMAD THOYIB (2026) ANALISIS PERAN DISCOUNT DAN BONUS PACK TERHADAP IMPULSE BUYING DENGAN PERSPEKTIF ETIKA KONSUMSI ISLAM (Studi Pada Pelanggan Minimarket Chamart di Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan ritel modern mendorong pelaku usaha untuk menerapkan berbagai strategi promosi penjualan, seperti discount dan bonus pack, guna menarik minat konsumen. Strategi promosi tersebut sering kali memicu perilaku impulse buying, yaitu pembelian yang dilakukan secara spontan tanpa perencanaan sebelumnya. Fenomena ini menjadi permasalahan karena impulse buying berpotensi mendorong perilaku konsumtif yang berlebihan. Dalam perspektif etika konsumsi Islam, perilaku konsumsi seharusnya didasarkan pada prinsip kesederhanaan, kemaslahatan, serta menghindari israf dan tabdzir. Oleh karena itu, perlu dilakukan kajian untuk mengetahui bagaimana pengaruh price discount dan bonus pack terhadap impulse buying, khususnya pada pelanggan Minimarket Chamart di Kota Bandar Lampung, serta kesesuaiannya dengan nilai-nilai etika konsumsi Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif. Populasi penelitian adalah pelanggan Chamart, dan teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 97 responden. Data primer dikumpulkan melalui kuesioner berbasis skala Likert dan dianalisis menggunakan metode Partial Least Square (PLS) untuk menguji validitas, reliabilitas, dan hipotesis. Hasil penelitian menunjukkan bahwa discount berpengaruh positif dan signifikan terhadap impulse buying. Demikian pula, bonus pack juga berpengaruh positif dan signifikan terhadap impulse buying. Secara simultan, kedua variabel tersebut memberikan kontribusi terhadap munculnya perilaku pembelian impulsif pada pelanggan Chamart. Namun, dalam perspektif etika konsumsi Islam, perilaku konsumtif yang berlebihan harus dikendalikan agar tidak bertentangan dengan prinsip kesederhanaan dan kemaslahatan. Kata kunci: Discount, Bonus Pack, Impulse Buying, Pelanggan Minimarket Chamart, Etika Konsumsi Islam. ABSTRACT The development of modern retail has encouraged business actors to implement various sales promotion strategies, such as discounts and bonus packs, to attract consumer interest. These promotional strategies often trigger impulse buying, which refers to spontaneous purchases made without prior planning. This phenomenon becomes a concern because impulse buying has the potential to encourage excessive consumptive behavior. From the perspective of Islamic consumption ethics, consumption behavior should be based on the principles of moderation, maslahah (benefit), and the avoidance of extravagance (israf) and wastefulness (tabdzir). Therefore, it is necessary to examine the influence of price discounts and bonus packs on impulse buying, particularly among customers of Chamart Minimarket in Bandar Lampung City, and their alignment with Islamic consumption ethics. This study employs a quantitative approach with a descriptive research design. The research population consists of Chamart customers, and the sampling technique used is purposive sampling with a total of 97 respondents. Primary data were collected through a Likert-scale questionnaire and analyzed using the Partial Least Square (PLS) method to test validity, reliability, and hypotheses. The results indicate that discounts have a positive and significant effect on impulse buying. Likewise, bonus packs also have a positive and significant effect on impulse buying. Simultaneously, both variables contribute to the emergence of impulse buying behavior among Chamart customers. However, from the perspective of Islamic consumption ethics, excessive consumptive behavior should be controlled to remain consistent with the principles of moderation and maslahah. Keywords: Discount, Bonus Pack, Impulse Buying, Chamart Minimarket Customers, Islamic Consumption Ethics.

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