Analisis Pengaruh Potongan Harga Terhadap Keputusan Pembelian Perlengkapan Gaming Pada Platform Shopee (Studi Kasus Masyarakat Bengkalis)

This study aims to analyze respondents perceptions of price discounts among Shopee users, analyze respondents perceptions of online purchasing decisions for gaming equipment among Shopee users, and examine the effect of price discounts on purchasing decisions for gaming equipment on the Shopee platform, with a case study of the Bengkalis community. This research employed a quantitative method, with data collected through questionnaires distributed to 100 respondents selected using a Snowball sampling technique. Data were analyzed using SPSS software, including validity testing, reliability testing, classical assumption testing, simple linear regression analysis, coefficient of determination analysis, and hypothesis testing. Based on the respondents responses, the price discount variable obtained a mean score of 4.16, which was categorized as high. Meanwhile, the purchasing decision variable obtained a mean score of 4.28, which was categorized as very high. The results indicate that price discount have a positive and significant effect on purchasing decisions for gaming equipment on the Shopee platform. The coefficient of determination (R Square) value 0,602 indicates that price discounts explain 60,2% of the variation in purchasing decisions, while the remaining 39,8% is influenced by other factors not examined in this study. These findings suggest that the more attractive the price discounts offered by Shopee, the higher the tendency of the Bengkalis community to make purchasing decisions for gaming equipment.