Pengaruh Promosi dan Diskon Terhadap Keputusan Pembelian Pada Produk Somethinc Melalui Loyalitas Konsumen

Abstract

This study aims to analyze the influence of promotions and discounts on purchasing decisions for Somethinc products, with consumer loyalty as a mediating variable. A quantitative approach was employed, with data collected through structured questionnaires distributed to selected respondents. The data were analyzed using SmartPLS 3.0. The findings reveal that promotional activities do not have a significant impact on consumer loyalty toward Somethinc products. In contrast, discounts have a positive and significant effect on consumer loyalty. Furthermore, the study confirms that discounts, mediated by consumer loyalty, significantly influence purchasing decisions. These results highlight the strategic importance of offering attractive discounts in fostering customer loyalty and enhancing purchase intentions, particularly in the competitive beauty product market.