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All Journal Jurnal Ekonomi Manajemen Sistem Informasi
Raiqal, Muhammad Ghazi
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Economics, Econometrics & Finance

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The Influence of Seasonal Price Discounts on Online Impulsive Buying Decisions on the Steam Gaming Platform (Study on Generation Z in Bandung) Raiqal, Muhammad Ghazi; Mukaram Mukaram
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 5 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Mei - Juni 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i5.5050

Abstract

The rapid growth of the digital gaming industry has intensified the use of seasonal price discounts as a marketing strategy to boost consumer purchasing interest. This study aims to examine the influence of seasonal discounts on impulsive buying decisions among Generation Z users in Bandung, Indonesia, on the Steam platform. A quantitative approach with a survey method was adopted, involving 111 respondents selected through purposive sampling. The collected data were analyzed using simple linear regression. The results reveal a significant and positive influence of seasonal discounts on impulsive buying behavior, with a correlation coefficient (r) of 0.744 and a coefficient of determination (R²) of 55.4%. These findings suggest that seasonal discounts substantially drive impulsive purchase behavior among Gen Z users on Steam. The study offers practical insights for digital marketing practitioners to design more effective and consumer-focused promotional strategies.
Co-Authors Mukaram Mukaram