The Effect Of Price Discounts On Impulse Buying Decisions (Study Of Tokopedia Application Users Among Students Of The University Of North Sumatra)

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The Effect of Price Discounts on Impulse Buying Decisions: A Study of Tokopedia Application Users among Students of the University of North Sumatra

Introduction

In today's digital era, technological advancements have led to the rapid growth of the internet, resulting in the emergence of a new trading model, e-commerce. Companies utilize internet technology to carry out various business activities electronically, including business transactions, operating company functions, sharing information with consumers and suppliers, and promoting products online. This study aims to examine the effect of price discounts on impulse buying decisions among users of the Tokopedia application, a popular e-commerce platform in Indonesia.

Background

The increasing use of the internet has led to the growth of e-commerce, with companies using various strategies to attract consumers and encourage them to make purchases. One such strategy is the use of price discounts, which can have a significant impact on consumer behavior. By understanding the effect of price discounts on impulse buying decisions, businesses can develop effective marketing strategies to attract consumers and increase sales.

Research Objectives

This study aims to examine the effect of price discounts on impulse buying decisions among users of the Tokopedia application among students of the University of North Sumatra. The research objectives are:

  • To examine the relationship between price discounts and impulse buying decisions
  • To identify the factors that influence impulse buying decisions among users of the Tokopedia application
  • To develop a model that explains the effect of price discounts on impulse buying decisions

Methodology

A survey of 96 student respondents who used the Tokopedia application was conducted using a non-probability sampling method. The analysis method used was quantitative analysis with an associative approach. The analysis process involved various tests, such as testing validity, reliability, normality, and simple linear regression, T test, and the coefficient of determination, all of which were carried out using SPSS version 25 software.

Results

The results showed that the price discount variable has a significant positive effect on impulsive purchasing decisions. This is evidenced by a higher value t value than T table (4,804> 1,661) and a significance value of 0,000. In other words, the greater the price discount offered, the more likely consumers are to make impulsive purchases.

The analysis of the coefficient of determination shows the R square value of 0.197. This means that 19.7% of impulsive purchasing decisions can be explained by the effect of price discounts, while the remaining 80.3% is influenced by other factors that are not covered in this study. This shows that although price discounts have an effect, there are still many other factors that also affect consumer purchasing decisions.

Discussion

The results of this study suggest that price discounts are an effective strategy for e-commerce businesses to attract consumers' attention and encourage them to make impulsive purchases. However, it should also be noted that other factors, such as advertising, product quality, and user experience, also play an important role in influencing purchasing decisions.

Further research can explore the relationship between these factors and impulsive purchasing decisions, to get a more complete picture of consumer behavior on the e-commerce platform. This study contributes to the existing literature on consumer behavior in the e-commerce era and provides insights for businesses on how to develop effective marketing strategies to attract consumers.

Conclusion

In conclusion, this study found that price discounts have a significant positive effect on impulsive purchasing decisions among users of the Tokopedia application. The results of this study suggest that businesses can use price discounts as an effective strategy to attract consumers and increase sales. However, it is also important to consider other factors that influence consumer purchasing decisions, such as advertising, product quality, and user experience.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Businesses should use price discounts as an effective strategy to attract consumers and increase sales.
  • Businesses should consider other factors that influence consumer purchasing decisions, such as advertising, product quality, and user experience.
  • Further research should be conducted to explore the relationship between these factors and impulsive purchasing decisions.

Limitations

This study has several limitations. Firstly, the sample size was limited to 96 student respondents, which may not be representative of the larger population. Secondly, the study only examined the effect of price discounts on impulse buying decisions and did not consider other factors that may influence consumer purchasing decisions.

Future Research Directions

Future research can explore the relationship between other factors, such as advertising, product quality, and user experience, and impulsive purchasing decisions. Additionally, research can be conducted to examine the effect of price discounts on consumer behavior in different cultural and demographic contexts.

References

  • [List of references cited in the study]

Appendix

  • [Appendix containing additional information, such as survey questions and data analysis results]
    Frequently Asked Questions (FAQs) about the Effect of Price Discounts on Impulse Buying Decisions

Q: What is the main objective of this study?

A: The main objective of this study is to examine the effect of price discounts on impulse buying decisions among users of the Tokopedia application among students of the University of North Sumatra.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the effect of price discounts on consumer behavior in the e-commerce era. The findings of this study can help businesses develop effective marketing strategies to attract consumers and increase sales.

Q: What is the sample size of this study?

A: The sample size of this study is 96 student respondents who used the Tokopedia application.

Q: What is the analysis method used in this study?

A: The analysis method used in this study is quantitative analysis with an associative approach. The analysis process involved various tests, such as testing validity, reliability, normality, and simple linear regression, T test, and the coefficient of determination, all of which were carried out using SPSS version 25 software.

Q: What are the results of this study?

A: The results of this study show that the price discount variable has a significant positive effect on impulsive purchasing decisions. This is evidenced by a higher value t value than T table (4,804> 1,661) and a significance value of 0,000. In other words, the greater the price discount offered, the more likely consumers are to make impulsive purchases.

Q: What is the coefficient of determination (R square) value in this study?

A: The R square value in this study is 0.197, which means that 19.7% of impulsive purchasing decisions can be explained by the effect of price discounts, while the remaining 80.3% is influenced by other factors that are not covered in this study.

Q: What are the implications of this study?

A: The implications of this study are that businesses can use price discounts as an effective strategy to attract consumers and increase sales. However, it is also important to consider other factors that influence consumer purchasing decisions, such as advertising, product quality, and user experience.

Q: What are the limitations of this study?

A: The limitations of this study are that the sample size is limited to 96 student respondents, which may not be representative of the larger population. Additionally, the study only examined the effect of price discounts on impulse buying decisions and did not consider other factors that may influence consumer purchasing decisions.

Q: What are the future research directions?

A: Future research can explore the relationship between other factors, such as advertising, product quality, and user experience, and impulsive purchasing decisions. Additionally, research can be conducted to examine the effect of price discounts on consumer behavior in different cultural and demographic contexts.

Q: What are the practical implications of this study?

A: The practical implications of this study are that businesses can use price discounts as an effective strategy to attract consumers and increase sales. Additionally, businesses can consider other factors that influence consumer purchasing decisions, such as advertising, product quality, and user experience, to develop effective marketing strategies.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it contributes to the existing literature on consumer behavior in the e-commerce era. The findings of this study can help to develop a better understanding of the factors that influence consumer purchasing decisions in the e-commerce era.

Q: What are the recommendations of this study?

A: The recommendations of this study are that businesses should use price discounts as an effective strategy to attract consumers and increase sales. Additionally, businesses should consider other factors that influence consumer purchasing decisions, such as advertising, product quality, and user experience, to develop effective marketing strategies.