MINAT BELI KONSUMEN TERHADAP PROMOSI TANPA DISKON DAN PROMOSI DENGAN DISKON DI MEDIA SOSIAL

Abstract

This study aims to analyze the difference in consumer purchase interest towards non-discount promotions and discount promotions on social media. The research background stems from the increasingly intensive use of social media as a means of digital marketing, yet the most effective promotion strategy remains debatable. The research method used an experiment with a descriptive quantitative approach. A total of 92 Gen Z respondents aged 15–25 years who are active users of Instagram and TikTok participated. The data collection instrument was an online questionnaire via Google Form, which displayed two types of promotional content: standard promotion without a discount and promotion with a discount and an attractive caption. The results showed that the discount promotion received an average interest score of 3.84, with 78 respondents stating they were interested in buying. Meanwhile, the non-discount promotion only received an average score of 3.28, with 32 respondents interested in buying. The main factors influencing the respondents' decisions were visual appearance, discounted price, and testimonials. The conclusion of this study is that promotions with discounts are proven to be more effective in increasing consumer purchase interest, especially among Gen Z who are active on social media. However, non-discount promotions still have relevance if presented with attractive visual content and persuasive narratives. These findings can provide input for business actors to design more creative and targeted promotional strategies on social media.