Pengaruh Sikap Pada Potongan Harga terhadap Keputusan Pembelian Makanan dan Minuman Menggunakan Layanan Pesan Antar Shopee Food di Kota Medan

Abstract

In the current situation, there is a transition in consumer decisions that usually buy food offline to online. This transition makes consumers pay attention to price discounts when making purchases. This study aims to see the effect of attitudes towards price discounts on purchase decisions on Shopee Food. The subjects of this study were 385 people with male or female characteristics at the age of 18-40 years who knew Shopee Food in Medan City. The method used in this research is a quantitative method. The data collection method uses a Likert scale, namely the attitude scale on price discounts and the purchase decision scale. Methods of data analysis using a simple regression analysis method. The results of this study indicate that there is a positive effect of attitudes towards price discounts on Shopee Food purchasing decisions of 37.5%. This shows that the more positive the attitude towards price discounts, the stronger one's desire to decide to buy Shopee Food.