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

Winnie Wangnardy(1*), Eddy Madiono Sutanto(2),

(1) Universitas Kristen Petra
(2) Universitas Kristen Petra
(*) Corresponding Author

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.


Keywords


Efektivitas, potongan harga, festival belanja online

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

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