Analisis Pengaruh Diskon Terhadap Keputusan Pembelian Konsumen Di Indomaret (Studi Kasus Pada Masyarakat Kecamatan Bengkalis )

This study aims to analyze the effect of discounts on consumer purchasing decisions at Indomaret, Bengkalis District. This study uses an associative quantitative approach with 100 respondents selected through non-probability sampling techniques with the snowball sampling method. Data obtained from distributing questionnaires and analyzed using simple linear regression through the help of the SPSS VERSION 25 application. The results of the study indicate that discounts have a positive and significant effect on purchasing decisions. This is evidenced by the regression equation Y = 3.812 + 0.817X, which means that every increase in discounts by one unit will increase purchasing decisions by 0.817. The coefficient of determination value of 0.691 (69.1%) indicates that the purchasing decision variable is influenced by discounts. The t-test produces a t-value of 14.173> t-table 1.984 and a significance of 0.000 <0.05. Thus, it can be concluded that discounts have a positive and significant effect on consumer purchasing decisions at Indomaret Bengkalis.