Pengaruh Diskon Musiman dan Kemudahan Transaksi terhadap Impulse Buying pada Pengguna Steam di Indonesia

Authors

  • Lenny Kartika Saragih Universitas Negeri Medan, Indonesia
  • Agung Kurniawan Benedictus Marpaung Universitas Negeri Medan, Indonesia
  • Fadia Aprillia Universitas Negeri Medan, Indonesia
  • Yayang Fariana Togatorop Universitas Negeri Medan, Indonesia
  • Saidun Hutasuhut Universitas Negeri Medan, Indonesia

DOI:

https://doi.org/10.57235/arrumman.v3i1.8611

Keywords:

Impulse Buying; Diskon Musiman; Steam Sale; Kemudahan Transaksi; Platform Digital

Abstract

Industri game digital mengalami pertumbuhan pesat, dengan Steam sebagai platform distribusi game PC terbesar di dunia yang memiliki lebih dari 132 juta pengguna aktif bulanan. Penelitian ini bertujuan untuk menganalisis pengaruh Diskon Musiman (Steam Sale) dan Kemudahan Transaksi terhadap Impulse Buying pada pengguna Steam di Indonesia. Pendekatan kuantitatif dengan metode survei cross-sectional digunakan, melibatkan 100 responden pengguna aktif Steam yang pernah melakukan pembelian pada event Steam Sale. Data dikumpulkan melalui kuesioner online berskala Likert dan dianalisis menggunakan regresi linear berganda dengan SPSS versi 25. Hasil penelitian menunjukkan bahwa Kemudahan Transaksi berpengaruh positif dan signifikan terhadap Impulse Buying (b=0,535; sig.=0,000), sedangkan Diskon Musiman tidak terbukti berpengaruh signifikan (b=0,116; sig.=0,361). Temuan ini mengindikasikan bahwa kemudahan dalam menggunakan platform merupakan faktor dominan dalam mendorong perilaku pembelian impulsif pengguna Steam di Indonesia.

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Published

2026-06-12

How to Cite

Lenny Kartika Saragih, Agung Kurniawan Benedictus Marpaung, Fadia Aprillia, Yayang Fariana Togatorop, & Saidun Hutasuhut. (2026). Pengaruh Diskon Musiman dan Kemudahan Transaksi terhadap Impulse Buying pada Pengguna Steam di Indonesia. AR-RUMMAN: Journal of Education and Learning Evaluation, 3(1), 215–221. https://doi.org/10.57235/arrumman.v3i1.8611

Issue

Vol. 3 No. 1 (2026): Juni 2026

Section

Articles

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Copyright (c) 2026 Lenny Kartika Saragih, Agung Kurniawan Benedictus Marpaung, Fadia Aprillia, Yayang Fariana Togatorop, Saidun Hutasuhut

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