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All Journal e-Jurnal Apresiasi Ekonomi
Sari, Khenia Kartika
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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IDENTIFICATION OF CONSUMER PERSPECTIVES ON DISCOUNT OFFERS AT DAKNALGAE RESTAURANT GADING SERPONG Karnadi, Harthur; Sari, Khenia Kartika; Hubert, Leonardo Stanley; Budhiman, Levina Nathania; Margarita, Livia; Tio, Mahatma Kevin
Jurnal Apresiasi Ekonomi Vol 14, No 1 (2026)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v14i1.1014

Abstract

This study aims to identify consumer perspectives on discount offers and their influence on consumer behavior at Daknalgae Restaurant Gading Serpong. Using a qualitative approach, the research employs in-depth interviews with customers and the restaurant owner to gain insights into how discounts are perceived in relation to consumer behavior, perception, and loyalty. The findings reveal that discount offers can increase consumer interest in trying products, expand market reach, and encourage repeat visits. However, long-term dependence on discount strategies may lower consumers’ perception of product quality and create loyalty that is solely price-driven. Therefore, discount strategies should be balanced with improvements in product quality and service to foster sustainable consumer loyalty.
Co-Authors Budhiman, Levina Nathania Hubert, Leonardo Stanley Karnadi, Harthur Margarita, Livia Tio, Mahatma Kevin