The Effect of Product on Purchase Decision of Sports Station Customers at Kualanamu International Airport Branch With Discount as an Intervening Variable Among Employees of PT Angkasa Pura Aviasi

Authors

  • M. Fadhil Herfiansyah Universitas Pembangunan Panca Budi
  • Husni Muharram Ritonga Universitas Pembangunan Panca Budi
  • Annisa Sanny Universitas Pembangunan Panca Budi

Keywords:

Product, Purchase Decision, Discount, Intervening Variable, Airport Retail.

Abstract

This study aims to analyze the effect of product attributes on the purchase decisions of customers at Sports Station, Kualanamu International Airport Branch, with discount as an intervening variable, focusing on employees of PT Angkasa Pura Aviasi. Using a quantitative approach, data were collected via questionnaires from 247 respondents selected through purposive sampling. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that product has a positive and significant direct effect on purchase decisions. Product also significantly influences discount perceptions. Furthermore, discount has a strong positive and significant direct effect on purchase decisions. Critically, the analysis confirms that discount acts as a complementary partial mediator in the relationship between product and purchase decision, with a Variance Accounted For (VAF) of 52.5%. This signifies that while product excellence is fundamental, its effectiveness in driving final purchases is substantially amplified through attractive discount offers. The model demonstrates high predictive power, with an R² of 0.939 for the purchase decision construct. These findings underscore the necessity of an integrated marketing strategy that synergizes superior product quality with clear and compelling discount promotions to effectively influence purchase behavior in a captive airport retail environment.

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Published

2025-10-27

Issue

2025: Proceedings of International Conference on Islamic Community Studies

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Articles

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