Analisis Pengaruh Program Diskon yang Dipromosikan Melalui Tiktok Terhadap Keputusan Pembelian pada Momoyo Bengkalis

This study aims to analyze the effect of price discounts on consumer purchasing decisions at Momoyo in Bengkalis District. Discounts are one of the promotional strategies widely used to attract consumer interest and encourage purchasing behavior, whether planned or impulsive. This research uses a quantitative approach with both qualitative and quantitative data obtained from respondents through data collection techniques. The variables used in this study include discounts as the independent variable and purchasing decisions as the dependent variable. Discount indicators consist of the size of the discount, discount duration, and promotional attractiveness, while purchasing decisions are measured through stages of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The results of the study indicate that discounts have an influence on consumer purchasing decisions. The results of the study show that discounts have an influence on consumers' purchasing decisions. Based on the coefficient of determination, discounts contribute 71.9% to purchasing decisions, while the remaining 28.1% is influenced by factors outside the variables examined in this study, such as product quality, service, price, location, brand image, and personal factors of consumers