ANALISIS STRATEGI PENGGUNAAN VOUCHER DISKON DI GAME FANTASIA KEDIRI TOWN SQUARE - Kenris Septi Zicoya; Heru Sutapa; Indah Yuni Astuti (EDUNOMIA: Jurnal Ilmiah Pendidikan Ekonomi, 2026)
ABSTRAK Persaingan industri hiburan yang menuntut pengelola untuk menerapkan strategi promosi yang efektif dan adaptif terhadap perilaku konsumen untuk mendukung omzet penjualan suatu perusahaan. Tujuan penelitian ini menganalisis strategi penggunaan voucher diskon mulai dari perencanaan dan pelaksanaan di lapangan. Metode penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pihak pengelola dan petugas operasional Game Fantasia, serta observasi terhadap proses pelaksanaan promo voucher di lokasi. Data dianalisis menggunakan teknik analisis tematik melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Keabsahan data dijaga melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa perencanaan Voucher Discount dilakukan secara sistematis melalui penetapan ambang minimal transaksi, segmentasi konsumen ke dalam kategori member priority dan customer regular, serta penerapan skema bonus yang bersifat periodik, yaitu bonus 10 persen pada hari biasa dan bonus saldo 50 persen pada periode tertentu. Pelaksanaan strategi dilakukan melalui penawaran langsung pada saat transaksi, yang mendorong pengunjung untuk meningkatkan nilai transaksi agar memenuhi ketentuan voucher. Respon pengunjung terhadap voucher discount menunjukkan antusiasme yang tinggi, terutama dari pelanggan member priority, serta persepsi nilai yang lebih positif terhadap promosi yang disebarkan melalui media sosial, khususnya TikTok. Indikator keberhasilan strategi diukur melalui jumlah voucher yang digunakan dan peningkatan omzet yang diperoleh setiap periode. Penelitian ini memberikan kontribusi ilmu pengatahuan pemasaran. Implikasi penelitian ini menunjukkan bahwa strategi voucher discount yang dirancang secara tersegmentasi dan dipromosikan melalui media sosial dapat menjadi rujukan praktis bagi pengelola industri hiburan dalam meningkatkan minat transaksi, loyalitas pelanggan, dan omzet penjualan. Kata kunci: strategi promosi; voucher diskon; loyalitas pelanggan; omzet ABSTRACT The increasing competition in the entertainment industry demands that managers implement effective and adaptive promotional strategies to support company sales turnover. The purpose of this study is to analyze the strategy of using discount vouchers, starting from planning and implementation in the field. This research method uses a qualitative approach with a case study method. Data were collected through in-depth interviews with Game Fantasia managers and operational officers, as well as observations of the voucher promotion implementation process on site. Data were analyzed using thematic analysis techniques through the stages of data reduction, data presentation, and conclusion drawing. Data validity was maintained through triangulation of sources and techniques. The results show that the Discount Voucher planning was carried out systematically by setting a minimum transaction threshold, segmenting consumers into priority members and regular customers, and implementing a periodic bonus scheme, namely a 10 percent bonus on weekdays and a 50 percent balance bonus during certain periods. The strategy was implemented through direct offers during transactions, which encouraged visitors to increase transaction values ​​to meet voucher requirements. Visitor responses to the Discount Voucher showed high enthusiasm, especially from priority members, as well as a more positive perception of the value of promotions disseminated through social media, particularly TikTok. The strategy's success is measured by the number of vouchers used and the increase in revenue achieved each period. This research contributes to marketing knowledge. The implication of this study indicates that a segmented voucher discount strategy promoted through social media can serve as a practical reference for entertainment industry managers in increasing transaction interest, customer loyalty, and sales turnover. Keywords: promotional strategy; discount vouchers; customer loyalty; turnover