The Influence Price Discount on Impulse Buying Go-Food Customers in Mannuruki Village Makassar City
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Published:
Apr 22, 2024
Keywords:
Discounts,
Impulsive Purchases,
Go-Food
Main Article Content
Abstract
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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Dian Ayu Aulia Syam, Risma Niswaty, & Aris Baharuddin. (2024). The Influence Price Discount on Impulse Buying Go-Food Customers in Mannuruki Village Makassar City . Business Research and Administration Innovation, 1(1), 1–6. Retrieved from https://brainjournalpublisher.com/index.php/BRAIN/article/view/1
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References
Achmadi A., N. C. (2010). Metodologi Penelitian. Bumi Aksara.
Arikunto, S. (2010). Prosedur Penelitian Suatu Pendekatan Praktik. Rineka Cipta.
Belch, G. . B. & M. . (2009). Advertising and Promotion: an Integrated Marketing Communication Perspective (Ninth Edit). New York: McGraw Hill.
Buchari, A. (2018). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Gojek. (2021a). Promo Kulineran GoFood: Makan di Rumah, Diskon s.d 110rb & Diskon Ongkir. Gojek.Com. https://www.gojek.com/blog/gofood/diskon-gofood/
Gojek. (2021b). Sejarah dan Logo Gojek Indonesia. Ww.Gojek.Com.
Kotler, P. & Keller, K. L. (2012). Manajemen Pemasaran Jilid 1 Edisi ke 12. Erlangga.
Kotler P, & A. G. (2008). Prinsip-prinsip Pemasaran (Edisi 12,). Erlangga.
Loudon, D.L. and Della Bitta, A. J. (1993). Consumer Behavior. Concepts and Applications (4th Editio). McGraw-Hill.
Ma’ruf, & H. (2006). Pemasaran Ritel. Gramedia Pustaka Utama.
Mowen, J.C. and Minor, M. (2002). Perilaku Konsumen Alih Bahasa Lina Salim, Edisi Kelima. PT. Erlangga.
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research.
Solomon, M. R., & Rabolt, N. J. (2009). Consumer Behavior in Fashion. Pearson/Prentice Hall.
Sugiyono. (2014). Metode Penelitian Kuantitatif dan R&D. Alfabeta.
Sugiyono. (2017). Metode Penelitian (Kuantitatif Kualitatif dan R&D). Alfabeta.
Sutisna. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. PT. Remaja Rosdakarya.
Sutisna. (2002). Perilaku Konsumen & Komunikasi Pemasaran. PT. Remaja Rosdakarya.
Tjiptono, F. (2004). Strategi Pemasaran. Andi.
Tjiptono, F. (2008). Strategi Bisnis Pemasaran Edisi 3. Andi.
Utami, C. W. (2010). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia. Salemba Empat.
Verplanken, B., & Herabadi, A. (2001). Individual Differences in Impulse Buying Tendency: Feeling and no Thinking. European Journal of Personality.
Wulandari, N. (2020). Pengaruh Potongan Harga (Price Discount) terhadap Keputusan Impulse Buying pada Perusahaan Ritel Jumbo Mart. 11671201478. http://repository.uin-suska.ac.id/27250/
Article Sidebar
Impulsive Purchases,
Go-Food
Main Article Content
Abstract
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.
Downloads
Article Details
References
Achmadi A., N. C. (2010). Metodologi Penelitian. Bumi Aksara.
Arikunto, S. (2010). Prosedur Penelitian Suatu Pendekatan Praktik. Rineka Cipta.
Belch, G. . B. & M. . (2009). Advertising and Promotion: an Integrated Marketing Communication Perspective (Ninth Edit). New York: McGraw Hill.
Buchari, A. (2018). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.
Gojek. (2021a). Promo Kulineran GoFood: Makan di Rumah, Diskon s.d 110rb & Diskon Ongkir. Gojek.Com. https://www.gojek.com/blog/gofood/diskon-gofood/
Gojek. (2021b). Sejarah dan Logo Gojek Indonesia. Ww.Gojek.Com.
Kotler, P. & Keller, K. L. (2012). Manajemen Pemasaran Jilid 1 Edisi ke 12. Erlangga.
Kotler P, & A. G. (2008). Prinsip-prinsip Pemasaran (Edisi 12,). Erlangga.
Loudon, D.L. and Della Bitta, A. J. (1993). Consumer Behavior. Concepts and Applications (4th Editio). McGraw-Hill.
Ma’ruf, & H. (2006). Pemasaran Ritel. Gramedia Pustaka Utama.
Mowen, J.C. and Minor, M. (2002). Perilaku Konsumen Alih Bahasa Lina Salim, Edisi Kelima. PT. Erlangga.
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research.
Solomon, M. R., & Rabolt, N. J. (2009). Consumer Behavior in Fashion. Pearson/Prentice Hall.
Sugiyono. (2014). Metode Penelitian Kuantitatif dan R&D. Alfabeta.
Sugiyono. (2017). Metode Penelitian (Kuantitatif Kualitatif dan R&D). Alfabeta.
Sutisna. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. PT. Remaja Rosdakarya.
Sutisna. (2002). Perilaku Konsumen & Komunikasi Pemasaran. PT. Remaja Rosdakarya.
Tjiptono, F. (2004). Strategi Pemasaran. Andi.
Tjiptono, F. (2008). Strategi Bisnis Pemasaran Edisi 3. Andi.
Utami, C. W. (2010). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia. Salemba Empat.
Verplanken, B., & Herabadi, A. (2001). Individual Differences in Impulse Buying Tendency: Feeling and no Thinking. European Journal of Personality.
Wulandari, N. (2020). Pengaruh Potongan Harga (Price Discount) terhadap Keputusan Impulse Buying pada Perusahaan Ritel Jumbo Mart. 11671201478. http://repository.uin-suska.ac.id/27250/