PENGARUH POTONGAN HARGA TERHADAP KEPUTUSAN KONSUMEN DI INDOMARET SIMPANG LIMA KOTA BENGKULU

Ayudho Selviani, Duharman Duharman, Aldo Hendrike Sanjaya

Abstract


This research aims to determine the effect of price discounts on consumer decisions at Indomaret Simpang Lima, Bengkulu City. The approach in this research is quantitative research. The population in this research is consumers who shop with a sample of 48 people. Data collection techniques in this research are observation, questionnaires and interviews. The data analysis technique uses averages, simple linear regression analysis, and coefficient of determination using SPSS version 21. The results of this study show that the average price discount is in the strongly agree category that at Indomaret Simpang Lima, City. Bengkulu has many price discounts, the discounts given also vary from time to time and there are also price discounts at certain times and the average of consumer decisions is in the category of strongly agreeing to make purchasing decisions at Indomaret Simpang Lima. Bengkulu city because the price discounts given are in accordance with needs and are also useful and of course consumers will make repeat purchases and from the results of data analysis, it shows that there is a significant influence of price discounts on consumer decisions. The magnitude of the influence of the price discount variable on consumer decisions is 47.5%.

Keywords


Price Discounts, Consumer Decisions

Full Text:

PDF

References


Adinda, A. A. (2021). Pengaruh Price Discount Terhadap Impulse Buying Di Masa Pandemi Covid-19 (Studi Pada Konsumen Yogya Sunda Department Store di Kota Bandung). Manajemen Pemasaran, 15–33. https://elibrary.unikom.ac.id/id/eprint/5141/

Alma, B. (2019). Manajemen Pemasaran & Pemasaran Jasa. Bandung: Alfabeta.

Ariyanti, R., Notoatmojo, M. I., Mulyapradana, A., & S., P. (2021). Pengaruh Potongan Harga Dan Penataan Produk Terhadap Keputusan Pembelian Konsumen Di Matahari Departemen Store Pekalongan (Studi Kasus Produk Cardinal Shoes Ladies). Jurnal Litbang Kota Pekalongan, 20(1), 55–63. https://doi.org/10.54911/litbang.v20i.145

Dalihade, M. P., Massie, J. D. D., & Tielung, M. V. J. (2017). Pengaruh Potongan Harga Dan Store Atmosphere Terhadap Impulse Buying Pada Matahari Department Store Mega Mall Manado. Jurnal EMBA, 5(3).

Fitrotin, R. R., & Sudarwanto, T. (2021). Pengaruh Price Discount dan Bonus Pack Terhadap Keputusan Pembelian Produk Near Expired Kecap Bango yang Dimediasi oleh Minat Beli (Studi Kasus di Transmart Rungkut Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1492. https://doi.org/10.0000/JPTN.2021.V9.I3.1492

Hariyanto. (2020). Pengaruh Potongan Harga Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Bisnis Online. Jurnal Penelitian Manjemen Terapan (PENATARAN), 6(1), 1–14.

Hidayaty, N., Ginting, G., & Kurniawati. (2022). Pengaruh Relationship Quality, Brand Experience dan Desain Produk Terhadap Keputusan Pembelian Produk Peralatan Rumah Tangga. JURKAMI: Jurnal Pendidikan Ekonomi, 7 (1) DOI: 10.31932/jpe.v7i1.1515

Lestari, D., Parjono (2018). Pengaruh Potongan Harga dan Suasana Toko Terhadap Keputusan Pembelian Di Indomaret Jl Pulorejo Kota Mojokerto. Jurnal Pendidikan Tata Niaga (JPTN), 7(1). https://doi.org/10.26740/jptn.v7n1.p%p

Salim, A., & Fermayani, R. (2021). Pengaruh Potongan Harga, Promosi Penjualan, Tampilan Dalam Toko Terhadap Keputusan Pembelian Impulsif Konsumen Matahari Department Store Padang. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 7(3), 1–14. https://doi.org/10.31869/me.v7i3.2836

Saswiana, S., Hasmin, E., Bustam (2020). Pengaruh e-Commerce Terhadap Perilaku Konsumen Dan Keputusan Pembelian Produk Online Shop (Studi Kasus Mahasiswa Stiem Bongaya Makassar). Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 60-69. Retrieved from https://journal.undiknas.ac.id/index.php/manajemen/article/view/2453

Setiyaningrum, B.M., Supriyono. 2022. Pengaruh Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Voucher Internet XL Pada “Konter Kusumaâ€. Jurnal Pendidikan Ekonomi (JURKAMI), 7 (2) DOI : 10.31932/jpe.v7i2.1750

Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatig, dan R&D, penerbit. Alfabeta: Bandung.

Tousalwa, C. C., Pattipeilohy, V. R., & Ferdinandus, S. (2019). Faktor-Faktor Determinan Keputusan Pembelian Secara Online Produk Fashion Melalui Media Sosial di Kota Ambon. Jurnal Maneksi, 8(2), 195–203.

Winasis, C. L. R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi, dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 399–410. https://doi.org/10.31933/jimt.v3i4.957




DOI: https://doi.org/10.31932/jpe.v9i1.3238

Article Metrics

Abstract view : 275 times
PDF - 321 times

Refbacks

  • There are currently no refbacks.


Lisensi Creative Commons
This work is licensed under Lisensi Internasional Creative Commons Attribution-ShareAlike 4.0 .