Analisis Pengaruh Discount Reguler Dan Ketersediaan Produk Terhadap Keputusan Pembelian Konsumen Produk Downy Pada Supermarket Aneka Buana Fatmawati

Aritonang, Desi Natalia (2026) Analisis Pengaruh Discount Reguler Dan Ketersediaan Produk Terhadap Keputusan Pembelian Konsumen Produk Downy Pada Supermarket Aneka Buana Fatmawati. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Desi Natalia Aritonang, 2231150046. Analisis pengaruh discount reguler dan ketersediaan produk terhadap keputusan pembelian konsumen produk downy pada supermarket aneka Buana Fatmawati. Penelitian ini bertujuan untuk mengetahui pengaruh discount reguler dan ketersediaan produk terhadap keputusan pembelian konsumen produk Downy pada Supermarket Aneka Buana Fatmawati. Penelitian ini dilatarbelakangi oleh adanya penurunan penjualan produk Downy yang diduga berkaitan dengan pelaksanaan program discount reguler yang belum optimal serta ketidakstabilan ketersediaan produk di rak penjualan. Kondisi tersebut dapat memengaruhi keputusan konsumen dalam melakukan pembelian. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei melalui penyebaran kuesioner kepada 85 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan program IBM SPSS melalui uji validitas, reliabilitas, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa discount reguler dan ketersediaan produk berpengaruh terhadap keputusan pembelian konsumen produk Downy pada Supermarket Aneka Buana Fatmawati. Secara simultan, kedua variabel tersebut memiliki pengaruh terhadap keputusan pembelian konsumen. Hal ini menunjukkan bahwa strategi pemberian potongan harga perlu didukung dengan pengelolaan ketersediaan produk yang baik agar konsumen lebih mudah memperoleh produk yang dibutuhkan sehingga dapat meningkatkan keputusan pembelian. Kata Kunci: Discount Reguler, Ketersediaan Produk, Keputusan Pembelian / Desi Natalia Aritonang, 2231150046. Analysis of the influence of regular discounts and product availability on consumer purchasing decisions for Downy products at Aneka Buana Fatmawati Supermarket. This study aims to determine the influence of regular discounts and product availability on consumer purchasing decisions for Downy products at Aneka Buana Fatmawati Supermarket. This research was motivated by a decline in Downy product sales, which is suspected to be related to the suboptimal implementation of the regular discount program and unstable product availability on sales shelves. These conditions can influence consumer purchasing decisions. This study used a quantitative method with a survey approach by distributing questionnaires to 85 respondents selected using a purposive sampling technique. Data analysis was performed using IBM SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficients of determination (R²). The results indicate that regular discounts and product availability influence consumer purchasing decisions for Downy products at Aneka Buana Fatmawati Supermarket. Simultaneously, both variables influence consumer purchasing decisions. This demonstrates that a discount strategy needs to be supported by effective product availability management to make it easier for consumers to obtain the products they need, thus increasing purchasing decisions. Keywords: Regular Discount, Product Availability, Purchasing Decision

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