ANALISIS PENGARUH DISKON TERHADAP DAYA BELI MASYARAKAT DI ERA NEW NORMAL (STUDI KASUS PENGGUNA SHOPEE DI KABUPATEN SIDOARJO)

ANALYSIS OF THE EFFECT OF DISCOUNTS ON THE PURCHASE POWER OF THE COMMUNITY IN THE NEW NORMAL ERA (CASE STUDY OF SHOPEE USERS IN SIDOARJO DISTRICT)

Terdapat tujuan penelitian ini untuk mengetahui pengaruh diskon terhadap daya beli masyarakat di kabupaten Sidoarjo di era new normal. Penelitian ini menggunakan metode kuantitatif dan alat analisis menggunakan metode validitas dan metode reliabilitas sebagai uji instrumen, metode regresi linier sederhana, metode hipotesis (T), dan metode koefisien determinasi (R²). Hasil penelitian ini menunjukkan bahwa variabel diskon berpengaruh positif dan signifikan terhadap variabel daya beli masyarakat di kabupaten Sidoarjo. Penerapan diskon di era new normal bisa meningkatkan daya beli masyarakat di kabupaten Sidoarjo.

The purpose of this study is to determine the effect of discounts on people's purchasing power in Sidoarjo district in the new normal era. This research uses quantitative methods and analytical tools using validity and reliability methods as test instruments, simple linear regression method, hypothesis method (T), and coefficient of determination method (R²). The results of this study indicate that the discount variable has a positive and significant effect on the variable of people's purchasing power in Sidoarjo district. The application of discounts in the new normal era can increase the purchasing power of people in Sidoarjo district.