PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO THRIFT INTAN JAYA 1 DAN INTAN JAYA 2

Abstract

This research aims to analyze the influence of price and promotion on consumer purchasing decisions at two local retail stores, Intan Jaya Store 1 and Intan Jaya Store 2, located in SP 2, Mimika Regency. The background highlights that the retail sector in this area is becoming increasingly competitive due to rising community needs, making price and promotion crucial factors in attracting consumers. Although both stores belong to the same owner, competition in marketing strategies, particularly regarding price and promotion, is a central focus. The research methodology involved collecting data from interview 80 respondents to illustrate their preferences and purchasing behavior. The data was analyzed descriptively to determine the frequency and percentage of primary reasons for store selection, the level of price importance, preferred promotion types, and the frequency of purchases influenced by promotions. The results indicate that a competitive price is the primary driver for consumers, with 31.3% of respondents choosing the store due to lower prices, and 56.3% considering price very important in their purchasing decisions. Furthermore, promotions, especially price cuts/discounts (43.8%), proved highly effective in driving purchases, evidenced by 75% of respondents frequently or very frequently shopping due to promotions. The study concludes that price and promotion significantly and interdependently influence consumer purchasing decisions at Intan Jaya Stores. Recommendations include maintaining competitive pricing strategies, increasing and diversifying discount promotions, leveraging promotions to build customer loyalty, and conducting regular market analysis to remain relevant to consumer needs in SP 2, Mimika