EFEKTIVITAS POTONGAN HARGA SAAT FESTIVAL BELANJA ONLINE 10.10 DAN 11.11 DI TOKO SHOPEE @BINTANG.LIMA_ONLINE

Authors

  • Winnie Wangnardy Universitas Kristen Petra
  • Eddy Madiono Sutanto Universitas Kristen Petra

DOI:

https://doi.org/10.38076/ideijeb.v5i1.229

Keywords:

Efektivitas, potongan harga, festival belanja online

Abstract

This study aimed to determine the effectiveness of discounted prices during the 10.10 and 11.11 online shopping festivals at the Bintang Lima online store. This qualitative research method involved semi-structured interviews with three informants, namely the owner, super­vi­sor, and customer of Toko Online Bintang Lima. The results showed that discounts effectively increased sales growth, consumer growth, and customer retention. The company is advised to consistently participate in online shopping festivals by providing discounts and other forms of promotion.

 

Penelitian ini bertujuan untuk mengetahui efektivitas potongan harga saat festival be­lanja online 10.10 dan 11.11 di toko online Bintang Lima. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif yang melibatkan tiga orang informan, yaitu pemilik, supervisor, dan pelanggan Toko Online Bintang Lima dalam wawancara semi-ter­struk­tur. Teknik analisis data menggunakan analisis data Miles dan Huberman. Hasil penelitian ini menunjukkan bahwa potongan harga memiliki efektivitas dalam meningkatkan pertum­buh­an penjualan dan pertumbuhan konsumen, serta meningkatkan retensi pelanggan. Perusahaan disarankan untuk konsisten berpartisipasi dalam festival belanja online dengan memberikan potongan harga dan bentuk promosi lainnya.

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Published

2024-06-02

Issue

Vol. 5 No. 1 (2024): JUNE 2024

Section

Articles

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