(Faculty Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)
(2) Muhammad Ebuziyya Alif Ramadhan
(Faculty Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)*Corresponding author
AbstractThis study aims to analyze the influence of promotional strategies and discount programs on consumer purchase decisions in the smartphone retail sector at Gadgetmart Pontianak. This study employs a quantitative approach using an associative method to examine the relationships and effects among variables. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling techniques. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that promotional strategies and discount programs simultaneously have a significant effect on consumer purchase decisions. Partially, both variables have a positive and significant effect; however, discount programs exert a more dominant influence than promotional strategies. These findings provide empirical evidence that purchase decisions in smartphone retail are not only influenced by promotional communication but are more strongly driven by price incentives perceived by consumers. This study has practical implications for retail managers in designing more effective and selective marketing strategies and opens opportunities for future research to incorporate additional variables such as product quality, brand image, and after-sales service to obtain a more comprehensive understanding.
KeywordsPromotional Strategies; Discount Programs; Consumers’ Decision
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DOIhttps://doi.org/10.33122/ejeset.v6i2.1132 |
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