Education on the Effect of Price Perception on Consumer Purchasing Decisions

Fitriani Lestari, Nurul Aida Dayana, Mutia Dila Puspita, Muhammad Ikhsan Harahap

Abstract


The rapid economic growth in Indonesia, especially in the retail sector, has affected the consumption patterns of people in big cities such as Medan. This article examines the influence of price perception on consumer purchasing decisions at Swalayan Grosir Indah, a minimarket chain that provides a variety of basic needs. This research uses Deep Interview, Training, and Participatory methods to understand consumers' perceptions of price and determine effective pricing strategies. The results show that discounts have a significant influence on consumer purchasing decisions. Discounts offered provide immediate benefits that increase consumers' attractiveness and motivation to make purchases, while promotions also play an important role although not as big as discounts. Fair and transparent pricing contributes to increased consumer satisfaction and loyalty, and encourages repeat purchases. The findings provide valuable insights for retail businesses in formulating pricing strategies that can improve consumer satisfaction and purchase decisions.

Full Text:

ICIECS23-1

References


Eva Yuniarti Utami, Hendrayani, E., Nitawati, E. Y., Nuraini, L., & Kalalo, R. R. (2024). Eksplorasi Penggunaan E-Wallet Pada Mahasiswa Di Indonesia. 08(02), 1–13.

Hasto, N. C. (2024). Pengaruh Diskon, Brand Image, dan Kemudahan Akses terhadap Keputusan Pembelian Mahasiswa Pengguna Aplikasi Shopee Melalui Minat Beli sebagai Variabel Intervening. Reslaj: Religion Education Social Laa Roiba Journal, 6(4), 1423–1441.

Hawari, A. P., & Harahap, K. (2023). Pengaruh Promosi Dan Persepsi Kemudahan Dalam Penggunaan E-Wallet Terhadap Keputusan Pembelian Pada Masyarakat Kota Medan. Jurnal Ekonomi, Akuntansi dan manajemen Indonesia, 2(01), 27-40.

Helda Monica, Taufik Nugraha Agassi, Ailsa Azalia, F. (2024). Penerapan Digital Marketing Melalui Marketplace Shopeefood Dalam Meningkatkan Penjualan Kedai Kopi (Studi Kasus Diwa Reunion Lampung). 3(1).

Kinanti, S. A., & Mukhlis, I. (2022). Analysis Of The Influence Of Perception Factors On Interest In Using E-Wallet . Jurnal Ekonomi Balance, 18(2), 264-275.

Lukito, W. A., & Fahmi, D. L. (2020). Pengaruh Promosi dengan Media Sosial Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight Pada Masyarakat Tanjung Morawa. Journal of Economics and Accounting, 1(2), 90–95.

Marliyah, M., Dharma, B., & Syarbaini, A. M. B. (2024). Distributing Zakatu Kasbil ’Amal as an Alternative to Student Funding, Evidence in Indonesia’s Universities. F1000Research, 13, 185. https://doi.org/10.12688/f1000research.144610.1

Nadya Ananda Efendi, Nadya Dwinna Putri, D. L. (2023.). Persepsi Mahasiswa Uinsu Tentang Belanja Online Melalui Aplikasi Shopee. 112, 233–242.

Nasution, M., & Marliyah, M. (2023). The Influence Of Perceptions Of Usefulness And Perceptions Of Convenience On Intervention To Use Electronic Money ( ) With Consumer Attitude As An Intervening Variable. Jurnal Ekonomi, 12(1).

Nurbaiti, N., Rahma, T. I. F., Wulandari, A., & Maha, N. (2021). Pengaruh E-Commerce Shopee pada Kualitas Layanan Shopee terhadap Loyalitas Pengguna Shopee (Studi Kasus Masyarakat Kota Medan). Jurnal Pendidikan Tambusai, 5(3), 8600-8606.

Octavianus Calvin, M. J. T. (2022). Pengaruh Harga Dan Promosi Penjualan Shopee FoodTerhadap Minat Beli Konsumen Di Kota Palembang. Forbiswira Forum Bisnis Dan Kewirausahaan-Sinta 4, 12(1), 47–58.

Prameswari, A., Hsb, D. N., & Bayani, L. N. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Minat Mahasiswa UINSU Medan Dalam Menggunakan Sistem Pembayaran E- Wallet. 4, 60–70.

Salsabilla, R. D., Anggraini, S., & Luthfi Manshur, A. (2023). Pemanfaatan Diskon Besar Dalam E-Commerce Bagi Mahasiswa. In Prosiding Seminar Nasional (pp. 1380–1389).

Setianingsih, R., & Nasution, M. I. P. (2023). Analisis Strategi Proteksi dalam Transaksi SPP menggunakan terhadap Ancaman Kejahatan. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 1(2), 136-140.

Syafitri, R., Rahmi Syahriza, & Nurul Inayah. (2022). Pengaruh Tagline Dan Metode Pembayaran Terhadap Keputusan Berbelanja Online. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 1(2), 186–195.

Trihanura Pranurti, C., & Basmantra, I. N. (2023). Dompet Digital Sebagai Alat Alternatif Pembayaran Non-Tunai Pada Umkm Di Desa Padangsambian. Kaibon Abhinaya : Jurnal Pengabdian Masyarakat, 5(1), 27–33.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Proceeding International Conference on Islamic Economics Community Services (ICIECS)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Web Analytics

 
 

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License