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All Journal Innovative: Journal Of Social Science Research
Asriah, Nida
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Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

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Pengaruh Diskon dan Promosi Terhadap Loyatitas Pelanggan di Alfamart Mega Regency 4 Simangunsong, Chintia Novita Br; Wulandari, Gita Mei; Asriah, Nida
Innovative: Journal Of Social Science Research Vol. 5 No. 1 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i1.17914

Abstract

This study aims to analyze the effect of discounts and promotions on customer loyalty at Alfamart. Using a qualitative approach, this research uncovers customers' perceptions, experiences and responses to the discount and promotion strategies implemented. Data was collected through in-depth interviews with ten regular Alfamart customers in the Mega Regency area. The results show that discounts and promotions have a significant impact on customer loyalty, especially when they are relevant to customer needs. This study provides recommendations for improving the effectiveness of promotional programs.
Co-Authors Simangunsong, Chintia Novita Br Wulandari, Gita Mei