Retail Marketing Strategies and Consumer Buying Behavior : The Impact of Discounts, Bonus Packs, and Store Atmosphere in Modern Retailing

Retail marketing strategies play a crucial role in shaping consumer buying behavior, particularly in modern retailing. This study examines the impact of price discounts, bonus packs, and store atmosphere on consumer purchasing decisions in Alfamart Mayang, Jember Regency. Using a quantitative approach with multiple linear regression analysis, the findings reveal that all three variables significantly influence purchase decisions. Price discounts positively affect impulse buying, with a coefficient of 0.267, indicating that a 1% increase in discounts leads to a 0.267 increase in impulse purchases. Bonus packs have the highest impact (0.395), suggesting that promotional bundling strategies strongly drive consumer engagement. Meanwhile, store atmosphere contributes significantly (0.310), emphasizing the role of ambiance, lighting, music, and visual elements in enhancing the shopping experience. The study highlights that modern consumers are increasingly impulsive due to these promotional strategies, reinforcing the importance of a well-balanced retail marketing mix. These insights provide valuable implications for retailers in designing effective promotions to maximize customer engagement and sales performance.