THE IMPACT OF DISCOUNTS AND PRODUCT BUNDLING ON IMPULSIVE BUYING BEHAVIOR AMONG CONSUMERS IN MAKASSAR CITY

Emeline Aime Kandiawan; Delia Layandi; Gracielle Febriana  Benly; Felicia Wong; Tiffany Thesagita; Mustika Kusuma Basir; Afrizal Firman

doi:10.29040/ijebar.v10i2.19437

THE IMPACT OF DISCOUNTS AND PRODUCT BUNDLING ON IMPULSIVE BUYING BEHAVIOR AMONG CONSUMERS IN MAKASSAR CITY

Authors

Emeline Aime Kandiawan Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Delia Layandi Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Gracielle Febriana Benly Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Felicia Wong Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Tiffany Thesagita Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Mustika Kusuma Basir Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
Afrizal Firman Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia https://orcid.org/0000-0001-8338-932X

DOI:

https://doi.org/10.29040/ijebar.v10i2.19437

Abstract

This study examines the impact of discounts and product bundling on impulsive buying behavior among consumers in Makassar City. Primary data were collected through an online survey using Google Forms with a quantitative approach. The survey collected responses from 80 frequent e-commerce platform users. This research investigates how discounts and product bundling affect impulsive buying. Structural Equation Modeling-Partial Least Squares (SEM-PLS) is used to analyze the data. The results show that there is a strong positive relationship between Discount and Impulsive Buying. Product Bundling showed a negative link with Impulsive Buying, which is different from what was found in previous studies. This indicates that the people who answered the survey see value perception, high prices, and limited flexibility as obstacles to emotional appeal, which usually encourages people to make purchases on impulsive. As a result, this study suggests that there is a negative link between product bundling and impulsive buying.

Downloads

Published

2026-05-08

How to Cite

Kandiawan, E. A., Layandi, D., Benly, G. F., Wong, F., Thesagita, T., Basir, M. K., & Firman, A. (2026). THE IMPACT OF DISCOUNTS AND PRODUCT BUNDLING ON IMPULSIVE BUYING BEHAVIOR AMONG CONSUMERS IN MAKASSAR CITY. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(2). https://doi.org/10.29040/ijebar.v10i2.19437

Download Citation

Issue

Vol. 10 No. 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).