<![CDATA[Tujuan penelitian menganalisis pengaruh Price Discount terhadap keputusan pembelian, dan mengestimasi Impulsive Buying Behavior memoderasi hubungan antara Price Discount terhadap keputusan di E-Commerce Shopee Kab. Merangin . Penelitian ini menggunakan metode kuantitatif dengan pendekatan correlation research (Yusuf, 2017), bertujuan mengetahui pengaruh price discount (X) terhadap keputusan pembelian (Y), dengan impulse buying behavior (Z) sebagai variabel moderasi. Sampel sebanyak 100 responden dari 123.724 penduduk Kabupaten Merangin, diambil melalui kombinasi cluster sampling dan accidental sampling. Instrumen berupa angket online (25 item). Analisis data dilakukan menggunakan WarpPLS 7.0 dengan metode Partial Least Square (PLS). Hasil penelitian Price Discount berpengaruh positif dan signifikan terhadap Keputusan Pembelian (β = 0,93; P-value = 0,01 < 0,05) dengan kontribusi sebesar 87% (R² = 0,87). Namun, Impulse Buying Behavior tidak mampu memoderasi hubungan tersebut, ditunjukkan oleh kontribusi moderasi yang rendah (R² = 0,48). The purpose of this study is to analyze the effect of Price Discount on Purchase Decision and to estimate whether Impulse Buying Behavior moderates the relationship between Price Discount and Purchase Decision on Shopee e-commerce users in Merangin Regency. This research uses a quantitative method with a correlational approach (Yusuf, 2017), aiming to determine the influence of price discount (X) on purchase decision (Y), with impulse buying behavior (Z) as a moderating variable. A total of 100 respondents were selected from a population of 123,724 people in Merangin Regency using a combination of cluster sampling and accidental sampling. The instrument used was an online questionnaire consisting of 25 items. Data analysis was conducted using WarpPLS 7.0 with the Partial Least Square (PLS) method. The results show that Price Discount has a positive and significant effect on Purchase Decision (β = 0.93; P-value = 0.01 < 0.05), with a contribution of 87% (R² = 0.87). However, Impulse Buying Behavior does not moderate the relationship, as indicated by a low moderation contribution (R² = 0.48). ]]>
