Pengaruh Program Diskon Terhadap Keputusan Pembelian Konsumen pada Alfamart Cabang Panda Kabupaten Bima

Khofifah Indar Parawansyah (Sekolah Tinggi Ilmu Ekonomi (STIE) Bima)
Muhajirin Muhajirin (Sekolah Tinggi Ilmu Ekonomi (STIE) Bima)
Irma Mardian (Sekolah Tinggi Ilmu Ekonomi (STIE) Bima)

MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Vol. 2 No. 4 (2024): Oktober : MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis

This study aims to analyze the influence of discount programs on consumer purchase decisions at Alfamart Panda Branch, Bima Regency. The research method used is quantitative with data collection through questionnaires distributed to Alfamart consumers. The results of the study show that discount programs have a significant influence on consumer purchase decisions. The discounts offered by Alfamart have managed to attract consumers' attention and increase the intensity of purchases. These findings have practical implications for retail managers in designing effective marketing strategies to increase sales.