Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh perbedaan diskon dan persepsi konsumen terhadap niat beli yang dimoderasi oleh justifikasi pada penggunaa tiktok shop di kota banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data diperoleh melalui penyebaran kuisioner kepada 150 responden yang dipilih merupakan pengguna aktif tiktok shop di banda aceh yang pernah melakukan transaksi atau setidak telah melakukan pembelian sebanyaknya 1 kali pada platform tiktok shop, pengambilan sampel dilakukan dengan teknik purposive sampling. teknik analisis data dilakukan dengan menggunakan aplikasi spss versi terbaru, meliputi uji validitas, reliabilitas, . kata kunci: discount discrepancy, consumer perception, purchase intention, dan justification

ABSTRACK This study aims to analyze the effect of Discount Differences and Consumer Perception on Purchase Intention, moderated by Justification, among TikTok Shop users in Banda Aceh. This research adopts a quantitative approach using a survey method, in which data were collected through questionnaires distributed to 150 respondents. The respondents were active TikTok Shop users in Banda Aceh who had made at least one purchase on the platform. The sampling technique used was purposive sampling. Data analysis was conducted using the latest version of SPSS, including validity and reliability tests, as well as multiple linear regression analysis. The results of the study indicate that Discount Differences and Consumer Perception have a positive and significant effect on Purchase Intention. Keywords: Discount Discrepancy, Consumer Perception, Purchase Intention and Justification