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

e-Jurnal Apresiasi Ekonomi
Vol 14, No 1 (2026)

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.