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Wanda, Meisya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Memetakan Hubungan antara Harga Diskon, Kualitas Produk, dan Niat Membeli Secara Impulsif melalui e-Commerce Wanda, Meisya; Pasaribu, Pananda
Journal of Business, Management, and Social Studies Vol. 2 No. 3 (2022): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (556.939 KB) | DOI: 10.53748/jbms.v2i3.46

Abstract

The study aimed to analyze the relationships between price discounts, impulsive purchasing behavior, and perceived quality. This study collected primary data from respondents via questionnaires. Using the Smart PLS tools, this study uses the t-test and data regression to validate the hypothesis. The perceived quality factor performed an essential mediating effect in the relationship between price discounts and impulsive buying. When the direct effect of price discounts on impulsive buying was investigated, it was discovered that price discounts have no effect on people’s impulsive purchase. However, when perceived quality served as a mediator, the feelings created by a price discount led to a positive perception of product and give significant impact on impulsive buying behavior.
Co-Authors Pananda Pasaribu, Pananda