Journal of Wellbeing Management and Applied Psychology (웰빙융합연구)

Korea Wellbeing Convergence Association (한국웰빙융합학회)
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The Effect of Discount and Promotion towards Customer Purchase Intention in Online Shop

  • HONGDIYANTO, Charly (International Business Management, Faculty of Management and Business, Universitas Ciputra) ;
  • HARTONO, Wendra (International Business Management, Faculty of Management and Business, Universitas Ciputra) ;
  • ONGKOWIJOYO, Gracia (International Business Management, Faculty of Management and Business, Universitas Ciputra) ;
  • SAPUTRA, Vio (International Business Management, Faculty of Management and Business, Universitas Ciputra)
  • Received : 2020.08.15
  • Accepted : 2020.09.16
  • Published : 2020.09.30
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Abstract

Indonesia is currently intensifying its level of awareness of the importance of starting a business as an entrepreneur. How to respond to technological developments to help support the growth of a start-up entrepreneur. Usually before buying a product, customers always think of many factors that can influence their buying decisions in online shopping. The two factors that most influencing are, Discounts and Promotions, which can greatly determine people's purchase intention, before finally buying the product. The researcher begin research with the aim to understand whether these 2 factors are factors that really affect someone's buying interest before doing online shopping. For this study, information and data collected by the survey by using means of questionnaires. And it standard measurements using a 5-point Likert scale, and processed by IBM SPSS Statistics 25 program. In this study, it has been found that indeed these two factors, Discounts and Promotions, are both influential in encouraging someone's purchase intention in conducting online shopping transactions. We found that both factors are significant and influence each other. The results of this study expected to help broaden the horizons of buyers and sellers about the benefits of discounts and promotions in online shopping.

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