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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Ghinaa Putri Adizka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Discount Programs And Special Offers For Consumer Purchasing Decisions Of H&M Products Ghinaa Putri Adizka; Syafna Hanifa Iskandar; Adistria Putri; Mohamad Zein Saleh
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 1 (2024): Maret : Jurnal Ekonomi dan Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i1.2621

Abstract

H&M (Hennes & Mauritz AB) is one of the leading global retail brands known for its trendy and affordable clothing collections. This research aims to analyze the marketing strategies used by H&M and their impact on the brand's success as a major player in the global clothing industry. In an era of intense competition in the retail industry, discount programs and special offers have become a common strategy used by brands like H&M to attract consumer attention and increase sales. The impact of strategic discounts on consumer behavior and business performance, focusing on the case example of leading retail company H&M. Additionally, this research identifies factors that can influence the success or failure of a strategy, including economic context, perceived value, and customer segmentation. The research method used in this research is a survey via questionnaire given to a sample of H&M consumers in the Bintaro area. The results of this research provide in-depth insight into the role of discounts in the context of the clothing industry and provide guidance for retail companies, especially H&M, in designing effective discount strategies to increase customer satisfaction and financial results.
Co-Authors Adistria Putri Mohamad Zein Saleh Syafna Hanifa Iskandar