Analysis of the Role of Discounts on Customer Interest in Shopping at Indomaret Medan Perjuangan

Abstract

Introduction. The retail business or retail business in Indonesia has experienced rapid progress in recent years. This can be proven by the number of shops, offices, factories and other types of businesses operating in the retail business. There are several Indomarets that have quiet conditions. This is known from the fact that consumers' interest in buying from Indomaret is decreasing over time. This phenomenon is also related to giving discounts or price cuts to visiting consumers because from the pre-survey conducted, many consumers felt less interested in buying products that were given discounts because these products did not match consumers' desires or needs.

Data Collection Method. The research methodology used is a quantitative descriptive method. The type of data used in this study is quantitative data, namely data obtained in the form of numbers. Source of data in the form of primary data and secondary data. Primary data was obtained from the results of distributing questionnaires to respondents, secondary data was obtained from data and literature relating to the issues discussed.

Analysis Data. The research population that will be used in this research is all consumers who make purchases at Indomaret during the 2023 period which is unknown. The sampling technique used is Hairs with total of 6 indicators so the total sample is as much as 60 samples.

Results and Discussions. Consumer purchasing interest at Indomaret is still low, so it is known that the majority of respondents do not really have the intention to visit Indomaret to make purchases for their daily needs. Indomaret still rarely provides discounts or discounts to consumers who buy in large quantities or to consumers who buy in cash. Apart from that, it is also known that the number of seasonal discount purchases is relatively small.

Conclusions. The results of the research analysis show that discounts have an important role in increasing consumers' purchasing interest in shopping at Indomaret.