PENGARUH PROMOSI DAN DISKON PADA KEPUTUSAN PEMBELIAN DI ADA SWALAYAN KUDUS

Milad Nufal Akbar, Fifi Endah Irawati

Abstract


Abstrak

Indonesia merupaka negara dengan masyarakatnya yang terkenal konsumtif dimana rata-rata keputusan pembeliannya didominasi oleh para ibu-ibu untuk memenuhi kebutuhan sehari-harinya. Survei yang dilakukan oleh Populix.co pada tahun 2020 mengungkapkan 30% wanita yang diteliti melihat promo dan diskon. Namun Riset ulang yang dilakukan oleh Lifestyle tahun 2021 menemukan bahwa hampir 29% dari total responden membeli suatu produk karena kebutuhan tanpa melihat adanya promo dan diskon. Salah satu pasar swalayan yang banyak memberikan promo dan diskon di Kudus adalah Pasar Swalayan ADA. Tujuan dari Penelitian ini adalah untuk mengetahui apakah factor promosi dan diskon yang diberikan oleh pasar swalayan ADA benar berpengaruh terhadap keputusan pembelian konsumen. Dengan menyebar kuesioner kepada 100 responden dan menggunakan metode Structure Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS) diketahui bahwa harga yang murah dan pemberian promo dan diskon sangat berpengaruh terhadap keputusan pembelian .

 

Kata Kunci : Harga Murah, Promo, Diskon, Keputusan Pembelian

 

ABSTRACT

 

Indonesia is a country that known for the people being consumptive, where on average purchasing decisions are dominated by mothers to fulfill their daily needs. A survey conducted by Populix.co in 2020 revealed 30% of women researched viewed promotions and discounts. However, re-research conducted by Lifestyle in 2021 found that almost 29% of the total respondents bought a product out of necessity without considering any promos and discounts. One of the supermarkets that provides lots of promos and discounts in Kudus is ADA Supermarket. The aim of this research is to find out whether the promotional factors and discounts provided by ADA supermarkets really influence consumer purchasing decisions. By distributing questionnaires to 100 respondents and using the Structure Equation Modeling (SEM) method with the Partial Least Square (PLS) approach, it is known that low prices and the provision of promotions and discounts greatly influence purchasing decisions.

Keyword : Low Prices, Promos, Discounts, Purchase Decisions


Full Text:

PDF

References


Nurmin Arianto (2022), Manajemen Pemasaran, Cipta Media Nusantara (CMN), Surabaya

Sally McKechnie, James Devlin, Christine Ennew and Andrew Smith (2010), “Effects of discount framing in comparative price advertising”, European Journal of Marketing, Vol. 46 Iss 11/12 pp. 1501 - 1522

To cite this document: Sungchul Choi Xin Ge Paul R. Messinger, (2010),"Consumer perceptions of ambiguous price promotions: scratch and save promotions versus tensile price claims", Journal of Product & Brand Management, Vol. 19 Iss 7 pp. 477 - 486

José Luis Méndez Javier Oubiña Natalia Rubio, (2011), "Therelative importance of brand-packaging, price and taste in affecting brand preferences", British Food Journal, Vol. 113 Iss 10 pp. 1229 – 1251

Hongying Tan, Umair Akram, Yujia Sui, (2019) "An investigation of the promotion effects of uncertain level discount: evidence from China", Asia Pacific Journal of Marketing and Logistics

Joseph F. Hair, Jeffrey J. Risber, Marko Sarstedt, Christian M. Ringle (2018) When to Use and How To Report The Results of PLS SEM

Terence A. Shimp, (2005), “Customer Loyalty, Menumbuhkan dan Mempertahankan kesetiaan Pelanggan”, Penerbit Erlangga, 2003


Refbacks

  • There are currently no refbacks.