Pengaruh Diskon Harga dan Brand Image terhadap Keputusan Pembelian Impulsif Secara Online (Studi pada Pengguna Aplikasi Steam di Kota Medan)

Abstract

From 2019 to 2021 it can be seen that there is an increase from year to year, whether it is an increase in users (steam application account owners) from year to year, this happens because one user can have or create many accounts, resulting in an increase in accounts. which is quite significant and the increase in in-game (active account users) it can be concluded that it is the account that purchases products on the Steam application from year to year. This study aims to analyze the effect of Discounts offered by the Steam Application on Impulsive Online Purchase Decisions, analyze the influence of Brand Image on Steam Applications on Online Impulsive Purchase Decisions and analyze the effect of Discounts and Brand Image on Steam Applications affect Impulsive Purchase Decisions by online. The form of research used in this research is quantitative research with an associative approach. Sampling was done through probability sampling technique and used 100 respondents as samples. The primary data used in this study was obtained by distributing questionnaires directly to users of the Steam application and via google form, while the secondary data was obtained through a literature study. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that the Discount (X1) has no significant effect on the Impulsive Purchase Decision. Meanwhile, Brand Image (X2) has a significant effect on Impulsive Purchase Decisions. However, Discounts and Brand Image have the same (simultaneous) effect on Impulsive Purchase Decisions (Y). The results of the correlation coefficient (R) of 0.641, where this coefficient value shows the relationship between Discounts and Brand Image on Impulsive Purchase Decisions. The value of the coefficient of determination of this study shows that the Discount variable and Brand Image can explain the Impulsive Purchase Decision variable of 64.1%.