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All Journal DFAME Digital Financial Accounting Management Economics Journal Journal of Islamic Digital Economics and Management
Marza Maulana Rughasy
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Diskon Harga Dan Brand Image Terhadap Keputusan Pembelian Impulsif Secara Online (Studi Pada Pengguna Aplikasi Steam Di Kota Medan) Marza Maulana Rughasy; Nicholas Marpaung
Bridging Journal of Islamic Digital Economics and Management Vol. 1 No. 1 (2023): November
Publisher : Al-Shobar Publisher, Yayasan Islam Al-Shobar Rawaurip

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Abstract

Penelitian ini mengamati peningkatan tahunan dalam jumlah pengguna akun aplikasi Steam dari 2019 hingga 2021, yang disebabkan oleh pengguna yang memiliki atau membuat banyak akun. Selain itu, ada peningkatan pengguna aktif dalam permainan (in-game) selama periode ini. Penelitian ini bertujuan untuk menguji pengaruh diskon dan citra merek (Brand Image) dalam aplikasi Steam terhadap keputusan pembelian impulsif secara online. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif, melibatkan 100 responden yang dipilih secara acak. Data diperoleh melalui kuesioner dan studi kepustakaan. Hasilnya menunjukkan bahwa diskon tidak berpengaruh signifikan terhadap keputusan pembelian impulsif, tetapi citra merek berpengaruh secara signifikan. Namun, diskon dan citra merek secara bersama-sama berpengaruh terhadap keputusan pembelian impulsif, dengan koefisien korelasi sebesar 0,805 dan koefisien determinasi sebesar 64.1%.
PENGARUH DISKON HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF SECARA ONLINE (Studi Pada Pengguna Aplikasi Steam di Kota Medan) Marza Maulana Rughasy; Nicholas Marpaung
DFAME Digital Financial Accounting Management Economics Journal Vol 1 No 2 (2023): NOVEMBER
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/dfame.v1i2.109

Abstract

This research observes the annual increase in the number of Steam application account users from 2019 to 2021, attributed to users having or creating multiple accounts. Additionally, there is an increase in active in-game users during this period. The study aims to examine the influence of discounts and brand image on the Steam application on online impulsive buying decisions. The research method employed is quantitative with an associative approach, involving 100 randomly selected respondents. Data were obtained through questionnaires and literature review. The results indicate that discounts do not significantly impact impulsive buying decisions, but brand image has a significant influence. However, discounts and brand image together have an impact on impulsive buying decisions, with a correlation coefficient of 0.805 and a determination coefficient of 64.1%.
Co-Authors Marpaung, Nicholas