<![CDATA[Apparel is a very competitive sector, the large number of choices and brands make price cuts an effective marketing tool. At Matahari Medan Fair, the presence of various brands and products means that price cuts can significantly influence purchasing decisions. In addition to price cuts, external factors such as fashion trends, social needs and shifting consumer preferences also play a role. However, price cuts remain a dominant factor influencing purchasing decisions, especially among price-sensitive buyers. Various studies show that price cuts can improve purchasing decisions, especially in the clothing retail sector. Price discounts have a significant influence on the decision to purchase apparel at Matahari Department Store Medan Fair. Research Method: Shows that price discounts (X) have a positive and significant effect on purchasing decisions (Y). Conclusion: The results of this research can be concluded that price discounts (X) have a positive and significant effect on purchasing decisions (Y).]]>
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