PENGARUH DISKON HARGA DAN PERIODE PROMO TERHADAP MINAT BELI MINYAK GORENG SUNCO KONSUMEN LUWES KESTALAN - Vallencia Chloudya Cen Panese; Adhita Maharani Dewi (CENDEKIA: Jurnal Ilmu Pengetahuan, 2026)
This study examines the impact of price discounts and promotional duration on consumers' purchase intention toward Sunco cooking oil at Luwes Kestalan. The intensifying market competition has encouraged retailers to develop effective marketing strategies capable of attracting consumer attention, particularly for essential commodities such as cooking oil. Purchase intention serves as a crucial factor in determining product sales success within competitive retail environments. This study employed a quantitative approach using a survey method, collecting data from 50 respondents who had experience purchasing Sunco cooking oil at Luwes Kestalan, selected through purposive sampling. Data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that price discounts have a positive and significant effect on consumer purchase intention. Promotional duration likewise demonstrated a positive and significant influence on purchase intention. Simultaneously, the combination of both variables significantly affects purchase intention for Sunco cooking oil, suggesting a synergistic effect between price discounts and promotional duration. These findings carry managerial implications for retailers to design compelling discount programs while determining optimal promotional durations in order to enhance consumer purchase intention and strengthen product competitiveness in the market. ABSTRAK Penelitian ini mengkaji dampak diskon harga dan durasi promosi terhadap niat beli minyak goreng merek Sunco di kalangan konsumen Luwes Kestalan. Ketatnya persaingan pasar mendorong peritel untuk merancang strategi pemasaran yang mampu menarik perhatian konsumen secara efektif, terutama pada produk kebutuhan pokok seperti minyak goreng. Niat beli konsumen menjadi faktor krusial dalam menentukan keberhasilan penjualan produk di lingkungan ritel yang kompetitif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 50 responden yang memiliki pengalaman membeli minyak goreng Sunco di Luwes Kestalan, dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa diskon harga berpengaruh positif dan signifikan terhadap niat beli konsumen. Durasi promosi juga terbukti berpengaruh positif dan signifikan terhadap niat beli. Secara simultan, kombinasi kedua variabel tersebut secara signifikan memengaruhi niat beli minyak goreng Sunco, mengindikasikan adanya efek sinergis antara diskon harga dan durasi promosi. Temuan ini memberikan implikasi manajerial bagi peritel untuk merancang program diskon yang menarik sekaligus menentukan durasi promosi yang optimal guna meningkatkan niat beli konsumen dan memperkuat daya saing produk di pasar.