PENGARUH DISKON MIE GACOAN MALANG TERHADAP KEPUTUSAN PEMBELIAN ONLINE MELALUI MINAT BELI KONSUMEN APLIKASI GRAB SEBAGAI VARIABEL INTERVENING

This research aims to determine the effect of the discount variable on purchase decisions, the effect of discounts on buying interest, the effect of buying interest on purchase decisions, and the effect of discounts on purchase decisions through buying interest. This research uses an descriptive quantitative. The variables in this study include discounts, buying interest, and purchase decisions. The population of this research is Mie Gacoan Malang consumers who make purchases through the Grab application. A sample of 100 respondents was taken using purposive sampling technique and data collection methods using a questionnaire. The data analysis is use descriptive analysis and path analysis, and to test the effect of intervening variables in this study using the Sobel test. The results of path analysis show that discounts have a positive and significant effect on purchase decisions, discounts have a significant and positive effect on buying interest, buying interest have a significant and positive effect on purchase decisions, and the Sobel test shows that discounts have a significant effect on purchase decisions through buying interest. That way Mie Gacoan Malang must be more active in providing discounts through the Grab applicatio