THE EFFECT OF PRICE DISCOUNTS AND HALAL AWARENESS ON GRABFOOD PURCHASE DECISIONS WITH PURCHASE INTEREST AS AN INTERVENING VARIABLE
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Abstract
This research aims to determine the Influence of Price Discount and Halal Awareness on
Purchase Decision with Purchase Interest as the Intervening Variable among boarding house
residents in the Salatiga area. This study adopts a quantitative research approach utilizing
primary data. Sample selection was carried out using Random Sampling, specifically employing
random sampling where each respondent had an equal chance of being selected as a sample
member, resulting in a total of 97 respondents. The research findings indicate that the Price
Discount variable significantly influences Purchase Decision positively. On the other hand, the
Halal Awareness variable has a non-significant negative impact on Purchase Decision.
Furthermore, Price Discount, Halal Awareness, and Purchase Interest significantly and
positively affect Purchase Decision. Purchase Interest significantly influences Purchase
Decision positively. Following path analysis testing, it was found that the Purchase Interest
variable effectively mediates between Price Discount and Halal Awareness concerning Purchase
Decision.
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