THE EFFECT OF DISCOUNT AND PROMOTION TOWARDS CUSTOMER PURCHASE INTENTION IN ONLINE SHOP

Abstract

Current technological developments have progressed very rapidly. Even Indonesia, which is a developing country, begins trying to keep up with technological developments, especially in terms of communication and practical uses in business. Indonesia is currently intensifying its level of awareness in the importance of starting a business as an entrepreneur, and how to respond to technological developments to help support the growth of start-up entrepreneurs. One of them is utilizing online shopping media as a place to start a business, where one of them is a trading business. Usually, before buying a product, customers always think of the many factors that can influence their purchasing decisions in online shopping. The two factors that most influence this are Discounts and Promotions, which can greatly determine people's purchase intention, before finally purchasing the product. The researcher began this research with the aim to understand whether these 2 factors are factors that really affect one's buying interest before doing online shopping. For this study, information and data were collected by the researcher using questionnaires, on a standard of measurement using a 5-point Likert scale, and processed using the IBM SPSS Statistics 25 program. In this study, it has been found that indeed these two factors, Discounts and Promotions, are both really influential in encouraging someone's purchase intention in conducting online shopping transactions. It has been found that both factors are significant and influence each other. The results of this study are expected to help broaden the horizons of buyers and sellers about the benefits of discounts and promotions in online shopping.