Analisis Strategi Penetrasi Harga Rendah Dan Program Diskon Produk Supermarket Terhadap Minat Beli Ulang Dan Kepuasaan Konsumen Di Pusat Perbelanjaan Kds Kota Probolinggo

Abstract

In today's increasingly competitive modern retail industry, KDS is implementing a marketing strategy of offering discounts and low prices on supermarket products, which has proven to be very effective in attracting consumers and increasing sales. This study aims to analyze the implementation of KDS's low price penetration strategy and supermarket product discount program and its effect on repeat purchases and consumer satisfaction. The research method used a qualitative approach in the form of interviews with 10 consumers who shop at KDS and marketing department employees, as well as observation and documentation. The results of the study show that the low price penetration strategy and discount program have a positive and significant effect in attracting repeat purchases and consumer satisfaction, with around 40-50% of consumers interested in discounts, a significant increase in sales of around 30-50% in the last year, and 80% of consumers are very satisfied and 20% are satisfied with their shopping experience. Therefore, the implementation of these strategies has been successful in achieving increased sales and consumer satisfaction, which will result in the company's successful development and the establishment of long-term customer loyalty.