Pengaruh Diskon Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Study Pada Konsumen Yang Membeli Produk Diskon Di Matahari Department Store Pasar Besar Malang)

Abstract

This research aims to clarify the influence of discounts on purchase intentions, influence the discount on the purchase decisions, and influence the purchase intentions towards purchase decisions. This research method was conducted by explanatory research with a quantitative approach. The variable in this study include the discount, purchase intentions, and purchase decisions. The population of this study are consumers who buy products at a discount of Matahari Department Store Pasar Besar Malang. A sample of 116 respondents taken using a purposive sampling technique and methods of data collection using the questionnaire. The analysis of the data used is descriptive analysis and path analysis. The results of path analysis shows that, of the discounts influential directly and significantly to the purchase intentions, discount effect insignificant against a purchase decisions, purchase intentions influential directly and significantly to the purchase decisions. Thus, the Matahari Department Store Pasar Besar Malang must be more active in promoting about discount and established communication with consumers about the existence of a discount product