The Effect of Price Discount Promotion on the Grab Application on Impulsive Purchase Decisions

Abstract

The purpose of this study was to analyze the effect of price discount promotions on the Grab application on impulse buying decisions. This study uses quantitative research methods with an associative approach. Methods of data collection are done by distributing questionnaires. The number of samples studied was 100 people. The analytical method used is the classical assumption test, simple linear regression analysis, hypothesis testing, and the coefficient of determination test. Data processing using SPSS for Windows version 25. The results of this study indicate that price discounts have a positive and significant effect on impulsive buying decisions. This result is shown through the positive regression coefficient of 8.426 > 1.66123 and the significance value of 0.00 < 0.05. In addition, based on the value of the coefficient of determination obtained a value of 0.42 or 42%. This shows that the price discount has a determination of 42% on impulse buying decisions, while the remaining 58% (100% -42%) is explained by other variables not examined in this study.