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All Journal Media Kesehatan Masyarakat Indonesia SAINSMAT Jurnal Momentum DINAMIKA Jurnal Ilmiah Teknik Mesin Media Konstruksi : Jurnal Ilmiah Teknik Sipil Rang Teknik Journal Jurnal Kesehatan Prima International Journal of Supply Chain Management Stabilita : Jurnal Ilmiah Teknik Sipil Fakultas Teknik Universitas Halu Oleo Kendari International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Pengabdian Masyarakat Ilmu Terapan (JPMIT) SAINSMAT: Jurnal Ilmiah Ilmu Pengetahuan Alam Jurnal Riset Rumpun Agama dan Filsafat Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Jurnal Ilmiah Multidisiplin Ilmu Jurnal Padamu Negeri Panggung Kebaikan : Jurnal Pengabdian Sosial
Nasrul Nasrul
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THE INFLUENCE OF PROMOTION AND DISCOUNT ON PURCHASING DECISIONS THROUGH CONSUMER LOYALTY ON PRODUCTS AT INFORMA SOUTH KALIMANTAN Ernawati Ernawati; Achmad Efendy; Elya Rahmi; Imam Maliki; Syamyati Syamyati; Nasrul Nasrul
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.803

Abstract

This study aims to analyze the influence of promotions and discounts on purchase decisions for Informa products in South Kalimantan through consumer loyalty. A quantitative approach was used with data collection via questionnaires distributed to Informa product consumers. The data were analyzed using SmartPLS 3.0 to test the direct and indirect effects between promotions, discounts, consumer loyalty, and purchase decisions. The results show that promotions do not have a significant effect on consumer loyalty, which is likely due to a lack of appeal or innovation in the promotional strategies offered. In contrast, discounts were found to have a positive and significant effect on consumer loyalty, which in turn drives repeat purchase decisions. Consumer loyalty plays an important role in purchasing decisions, with loyal consumers being more likely to continue purchasing Informa products, even when alternatives from other brands are available. Overall, the findings indicate that while promotions play a role in marketing strategies, discounts are more effective in enhancing consumer loyalty and influencing purchase decisions for Informa products. Therefore, companies are advised to optimize relevant and sustainable discount strategies to enhance loyalty and maintain competitiveness in the market.
Co-Authors Abdul Razak Thaha Achmad Efendy Adris A. Putra Ahdi Muhyi Ahmad Syarif Sukri Aminuddin Aminuddin Amrul Hayat Arianti Arianti Aswin Aswin Baso Mursidi Chairunnisa Rumianti Darmawati Darmawati Desty Endrawati Subroto Dini Permata Sari Ekawati Ekawati Elya Rahmi Endro Sukotjo Ernawati Ernawati Erpin Erpin Euis Novianti Fahmi Hafid Faisal P Farid Rizki Hakiki Firmansyah Y. Alfian Fitriah Fitriah Gumgum Gumelar Fajar Rakhman Haris Haris Heslina Heslina Ibnu Sina Imam Maliki Jein Fani Tokalese Kundharu Saddhono La Ode Muhamad Nurrakhmad Arsyad La One La Welendo M. Dzakwan Alamsyah Masykur Kimsan Medar M. Nur Misdar Amda Muh. Irwan Nur Hamiddin Muh. Thahir Azikin Muh. Tommy Alparizia Muhamad Nur Faqih Muhammad Arib Musba Amalul Muhammad Dzakwan Alamsyah Muhammad Kadir Muhammad Muhsar Muhammad Rizki Firdaus Muhammad Syarif Muhammad Syarif Prasetia Nadil Ulum Annafis Niken Paramitasari Nini Hasriyani Aswad Nuramal Nuramal Nurwati Nurwati Nurwiah Bahrin Paisal Halim Patwayati Patwayati Ramlan Siregar Resky Arianti Akob Ridwan Syah Nuhun Rinto Rinto Rosmini Maru Rudi Balaka Siti Nurjanah Ahmad Sitti Masyita Sriwiyati Mahrani Sulaiman Ziddiq Sulha Sulha Suriah Suriah Syahriel Fajri Syamsiah Badruddin Syamsul Alam Syamyati Syamyati Try Sugiyarto Wahyu Fitriani Gunawan Yanti Verawati Zainul Zainul