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All Journal The Journal of Financial, Accounting and Economics
Kastanja, Jazzyca Gabriela
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Promotion and Price Discount Strategies in Encouraging Consumer Purchasing Decisions: A Case Study of Indomaret in Amahusu Village, Ambon Kastanja, Jazzyca Gabriela; Janwarin, Xaverius M Y
The Journal of Financial, Accounting, and Economics Vol. 2 No. 2 (2025)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JFAE.2025.v02.i02.p05

Abstract

This research is motivated by two main reasons. First, the high density of retail stores in Ambon City, including Indomaret, Alfamidi, supermarkets, and privately owned stores, has created increasingly fierce competition. To face this competition, Indomaret implements sales promotion strategies and price discounts to attract consumer interest. Second, there is a gap in previous research results regarding the effect of price discounts on purchasing decisions, so further empirical confirmation is needed. Therefore, this study aims to analyze the influence of sales promotions and price discounts on the purchasing decisions of Indomaret consumers in Amahusu Village, Ambon City. This study used a quantitative approach with a survey method and multiple regression analysis techniques. Data were collected from 207 respondents who were local Indomaret consumers. The results showed that sales promotions positively and significantly influenced purchasing decisions, as did price discounts, significantly encouraging consumer purchasing decisions. Simultaneously, both variables were also proven to influence purchasing decisions at Indomaret Amahusu positively. Thus, sales promotion and price discount strategies effectively increase consumer purchasing interest, partially and simultaneously.
Co-Authors Janwarin, Xaverius M Y