The Influence Of Price And Promotion On Consumer Buying Interest At Indomaret Bandar Lampung
Affiliation Details
- Ahmad Aldi Arafat: Universitas Bandar Lampung
- Tri Lestira Putri Warganegara: Universitas Bandar Lampung
Abstract
This study aims to examine the effect of price and promotion on consumer buying interest at Indomaret Bandar Lampung. Price is a critical factor in determining whether consumers will accept or reject a product. The right pricing strategy can increase consumer appeal and influence purchasing decisions. Meanwhile, promotion serves as a tool to introduce products to the public and persuade consumers to choose a particular product. This research employs a quantitative approach with a sample size of 100 consumers. Data analysis is conducted using multiple linear regression to assess the impact of price and promotion on buying interest. The findings show that: 1) Price has a positive and significant impact on consumer buying interest at Indomaret Bandar Lampung, 2) Promotion also has a positive and significant effect on buying interest, 3) Together, price and promotion have a positive and significant influence on consumer buying interest. These results are expected to assist Indomaret managers in formulating more effective pricing and promotional strategies to boost consumer buying interest.
Keywords:
Author Biographies
Ahmad Aldi Arafat
Universitas Bandar Lampung
Faculty of Business Economics, Universitas Bandar Lampung, Bandar Lampung, Lampung Province, Indonesia.
Tri Lestira Putri Warganegara
Universitas Bandar Lampung
Faculty of Business Economics, Universitas Bandar Lampung, Bandar Lampung, Lampung Province, Indonesia.
Article Identifiers
- Article Title: The Influence Of Price And Promotion On Consumer Buying Interest At Indomaret Bandar Lampung
- DOI: 10.59431/ijer.v5i2.621
- Publication Date: 2025-10-10
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 5
- Issue: 2
- Pages: 274-282
References
-
Ardhiansyah, A. N., & Marlena, N. (2021). The influence of social media marketing and e-WOM on purchase intention of Geoffmax products. Jurnal Akuntabel, 18(3), 379–391. https://journal.feb.unmul.ac.id/index.php/AKUNTABEL/article/view/9704
-
Avianti, W. (2023). Achieving customer satisfaction in Indomaret Bendul Sukatani retail business. Journal of Business and Management Inaba, 2(2), 131–144. https://doi.org/10.56956/jbmi.v2i02.215
-
Dzulhijatussarah, P., & Defrizal, D. (2024). The influence of price, quality, and risk perception on buying interest in Alfamart private label products in Bandar Lampung. International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 2(1), 76–89. https://doi.org/10.61990/ijamesc.v2i1.174
-
Ghozali, I. (2019). Qualitative and quantitative research design. Semarang: Diponegoro University.
-
Hakim, M. M. D. (2016). The effect of service quality, price, location, and promotion on purchasing decisions at Sas Café and Resto Surabaya. Journal of Management Science and Research, 5(11).
-
Melati. (2021). The influence of promotion and product quality on purchasing decisions at PT. Simpatik, Unaaha Branch, Konawe Regency. Journal of GeoEconomics, 1-16.
-
Putra, W. P. A., Fransiska, F. V., Lilyana, F., Hersusetiyati, H., & Lusiana, S. (2024). Customer loyalty: The influence of prices and promotions on customer loyalty: Case study at minimarket in Bandung. Multifinance, 2(2), 108–118. https://doi.org/10.61397/mfc.v2i2.256
-
Satriadi, & et al. (2021). Marketing management. Yogyakarta: Samudra Biru (Member of IKAPI).
-
Septiani, F. (2017). The influence of price on purchase intention: A case study at PT Asuransi Jiwa Recapital in Jakarta. Volume 1, No. 2, ISSN 2580-3220, E-ISSN: 2580-4588.
-
Sinaga, B. A., & Sulistiono, S. (2020). The influence of electronic word of mouth and social media promotion on purchase interest in Eiger fashion products. Journal of Scientific Management, 8(2), 79–94. https://doi.org/10.37641/jimkes.v8i2.329
-
Sriyanto, A., Vildayanti, R. A., & Lestari, K. D. (2024). Impulse buying in minimarket retail consumers: Is it influenced by price discount and hedonic shopping value mediated by positive emotion? International Journal of Environmental, Sustainability, and Social Science, 5(5), 1380–1394. https://doi.org/10.38142/ijesss.v5i5.1192
-
Sugiyono. (2018). Quantitative research methods. Bandung: Alfabeta.
-
Tjiptono, F. (2008). Strategic marketing. Yogyakarta: Andi Offset.
-
Yulianto, M. R. (2024). The influence of brand image, price discounts, and bonus packs on impulse buying behavior among Indomaret Point Coffee consumers in Mojokerto City. SSRN. https://ssrn.com/abstract=4933240 or http://dx.doi.org/10.2139/ssrn.4933240
-
Yunita, F., & Puspitaloka Mahadewi, E. (2025). The influence of promotion, service quality, brand image on Indomaret customer satisfaction and loyalty. International Journal of Science, Technology & Management, 6(3), 491–496. https://doi.org/10.46729/ijstm.v6i3.1299
-
Yusnidar, Y., Agusta, M. A., & Rahmat, A. (2024). The influence of location on purchasing decisions at Indomaret Pasar Minggu in Tapung, Kampar Regency, Riau. Luxury: Landscape of Business Administration, 2(2), 106–115. https://doi.org/10.61230/luxury.v2i2.92
Additional Information
Supplementary content
How to Cite
Issue Information
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
