<![CDATA[This fieldwork report aims to describe the role of promotional activities in building consumer interest at Prima Freshmart. The activity was carried out through a descriptive qualitative approach based on direct observation, assistance in product arrangement, observation of promotional activities, interviews with employees, documentation, and preparation of fieldwork findings. The results show that Prima Freshmart applies several promotional activities, including price discounts, value packages, member cards, cashback, purchase gifts, and promotions during national and religious holidays. Promotional activities are supported by attractive product displays, competitive prices, product availability, employee service, promotional media, customer loyalty, and a comfortable store environment. Employees play an important role as the frontline of promotion through friendly service, direct product offers, product information, product arrangement, and interaction with consumers. The field observations also identified several obstacles, including intense business competition, limited promotional media, limited human resources, less varied promotional programs, differences in consumer needs and preferences, consumers’ economic conditions, suboptimal use of digital technology, limited promotional budgets, and limited evaluation of promotional programs. Overall, promotional activities can attract consumer attention and support purchase interest when combined with good service, clear information, attractive displays, and a comfortable shopping environment. Prima Freshmart is therefore recommended to strengthen promotional innovation, optimize digital media, improve employee competence, and conduct periodic evaluation of promotional activities.]]>
