Price Perception: Coupon Proneness dan Sale Proneness pada Konsumen Matahari Department Store Surabaya

Abstract

The purpose of this study is to learn more about Price Perception consumers to consider two factors: Coupon Proneness and Sale Proneness in relation to know how effective coupon and sale offered Matahari Department Store to encourage purchases by consumers . Informants are consumers of Matahari Department Store Tunjungan Plaza Surabaya. Research using qualitative methods with in- depth interviews. The results of this study revealed that coupon and sale offered are not quite effective in promoting the purchase by the consumer.