<![CDATA[This research examines the the effect of price discounts on the impulse buying of Go-Food customers in the Mannuruki sub-district, Makassar City. The purpose of this research is to find out the description of price discounts on Go-Food customers, to determine the level ofimpulse buying to Go-Food customers, and to find out the effect of price discounts on the impulse buying of Go-Food customers. This research approach is quantitative. This research was carried outin the Mannuruki Village of Makassar City. Sources of data in the study are Go-Food customerin december to january 2021. Data collection techniques in the form of observation, questionnaires and documentation. Data analysis techniques in the form of validity test, reliability test, normality test, descriptive analysis, simple linear regression analysis, t test, correlation coefficient analysis, and analysis of the coefficient of determination.The results of the study indicate that the indicators used in each of these variables indicate where the price discount is in the very good category. Indicators on the impulsive buying variable are in the good category. Based on the correlation test, there is a moderate relationship between the two variables. It can be concluded that there is an influence between discounts on impulse purchases of Go-Food customers in Mannuruki Village, Makassar City.]]>
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