PENGARUH DISKON DAN PROMO TERHADAP KEPUTUSAN PEMBELIAN DI KALANGAN GENERASI MUDA
Abstract
This study aims to analyze the influence of discounts and promotions on purchasing decisions among young consumers. This research uses a qualitative approach with a library research method by reviewing various scientific literature such as books, academic journals, and previous studies relevant to the topic. The data used are secondary data obtained from academic sources discussing marketing strategies, consumer behavior, and purchasing decision factors. The results show that discounts positively influence purchasing decisions by increasing perceived value and attracting consumer attention through lower prices. Promotions also have a significant role as marketing communication tools that enhance consumer awareness and build brand image. Furthermore, the combination of discounts and promotions is more effective in increasing product attractiveness and encouraging purchasing decisions among young consumers. As digital consumers, young people are highly responsive to marketing strategies that offer economic benefits and engaging shopping experiences. Therefore, integrating discounts and promotions is an effective strategy to improve purchasing decisions.
References
Buku:
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Jurnal:
Pratama, R. (2023). Pengaruh diskon dan promosi terhadap keputusan pembelian konsumen pada platform e-commerce. Jurnal Ekonomi dan Bisnis.
Putra, A. (2022). Pengaruh potongan harga terhadap minat beli konsumen pada marketplace online. Jurnal Manajemen Pemasaran.
Rahman, F. (2022). Perilaku konsumsi generasi muda dalam berbelanja online. Jurnal Bisnis dan Digital.
Saputra, H. (2023). Pengaruh promosi penjualan terhadap keputusan pembelian generasi Z. Jurnal Manajemen dan Kewirausahaan.
