The competition among retail owners cannot be avoided, with various promotions offered, retailers are competing to win the hearts of consumers. The more new companies appear, the more offered products on the market. Of course this situation makes it easier for producers to market their products and for retailers themselves they will always compete to do more creative things in an effort to attract potential consumers. Price discounts and bonus packs are the most widely used sales promotions, both online and offline sales (Chen, Marmorstein, Tsiro, & Rao, 2012; Dawson & Kim 2009). In-store Display (display in store) is the layout of goods by taking into account the elements of grouping of types and uses of goods, neatness and beauty so that it seems attractive and directs consumers to see, encourage, and decide to buy (Ngadiman 2008: 329). The population of this research is consumers of hypermarkets and supermarkets in the city of Bandung. The sample in this study are consumers who shop at Carrefour hypermarkets and Yogya supermarkets. The statistical method used in this study is multiple regression. Based on the results of the statistics carried out, the results obtained for Carrefour hypermarkets for bonus packaging have no effect and in Yogya supermarkets the price discount has no effect on impulsive purchases.   Keywords: Discounted prices, Bonus packaging, In-store display, Impulsive purchases.

Abstrak -  La Fresa sebagai salah satu perusahaan di Lembang memiliki beberapa unit bisnis, salah satu bisnis yang menjadi perhatian khusus adalah wisata stroberi. Hampir semua agrowisata strawberry menawarkan produk dan layanan serupa kepada setiap konsumen. Agar dapat bersaing dan unggul, agrowisata harus mampu berorientasi pada proses pemenuhan keinginan dan kebutuhan konsumen. Oleh karena itu, Jurusan Manajemen Universitas Kristen Maranatha melakukan kegiatan Penelitian dan Pengabdian kepada Masyarakat untuk mengoptimalkan strategi pemasaran La Fresa. Kegiatan ini terdiri dari tiga tahap: (1) identifikasi Segmen, Penargetan, dan Positining (STP), serta bauran pemasaran yang telah dilakukan oleh La Fresa dengan teknik Diskusi Kelompok Fokus (FGD); (2) identifikasi preferensi konsumen untuk agrowisata stroberi dan mengusulkan program pemasaran khusus ke La Fresa dengan teknik distribusi kuesioner; (3) presentasi dan konseling hasil dari FGD dan Riset Pasar.Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning Abstract -  La Fresa as one of the corporations in Lembang has several business units, one of the businesses that is of particular concern is strawberry tourism. Almost all strawberry agrotourism offers similar products and services to each consumer. In order to be able to compete and excel, agrotourism must be able to be oriented towards the process of fulfilling consumer desires and needs. Therefore, Departement of Management Maranatha Christian University conducts Research and Community Service activities in order to optimize marketing strategy La Fresa. This activity consists of three stages: (1) identification of Segments, Targeting, and Positining (STP), as well as the marketing mix that has been carried out by La Fresa with Focus Group Discussion (FGD) techniques; (2) identification of consumers' preferences for strawberry agrotourism and proposed specific marketing programs to La Fresa with questionnaire distribution techniques; (3) presentation and counseling of results from the FGD and Market Research.Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning