Pengaruh Promosi dan Diskon terhadap Kepuasan Pelanggan Toserba Tikung Lamongan
DOI:
https://doi.org/10.35896/z7ees708Keywords:
Discounts, Promotions, Customer Satisfaction, Retail MarketingAbstract
This study aims to analyze the impact of discounts and promotions on customer satisfaction at Toserba Tikung Lamongan. The increasingly competitive retail competition demands businesses to design effective marketing strategies to enhance customer satisfaction as an indicator of business sustainability. This study uses a quantitative approach with a survey method targeting customers who have shopped at Toserba Tikung Lamongan. Data analysis was performed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the validity, reliability, and relationships between variables. The results of the study show that both discounts and promotions have a positive and significant effect on customer satisfaction. Promotions have a more dominant influence compared to discounts, as reflected in the larger path coefficient and effect size values. The R-square value of 0.857 indicates that 85.7% of the variation in customer satisfaction can be explained by these two variables, meaning the research model has a very strong explanatory power. These findings suggest that a marketing strategy based on effective promotional communication and well-measured discount policies are key determinants in enhancing customer satisfaction in the local retail sector. This research provides practical implications for retail management in designing marketing strategies that focus on creating value and customer experience sustainably.
References
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Boyko, A. A., Tatyana, P., Anastasiya, R., Anna, G., & Sergei, K. (2024). Developing a Sustainable Strategy for Effective Product Promotion in Dynamic Market Conditions. 1–6. https://doi.org/10.1109/dasa63652.2024.10836261
Coimbra, P., Esp, P., & Ascens, A. M. (2025). Determinants of the online purchase intention : hedonic motivations , prices , information and trust. December. https://doi.org/10.1108/BJM-04-2021-0140
Ferrentino, R., & Boniello, C. (2020). Customer satisfaction: a mathematical framework for its analysis and its measurement. Computational Management Science, 17(1), 23–45.
Gauri, D. K., Ratchford, B. T., Pancras, J., & Talukdar, D. (2017). An Empirical Analysis of the Impact of Promotional Discounts on Store Performance. Journal of Retailing, 93(3), 283–303. https://doi.org/10.1016/J.JRETAI.2017.06.001
González, J. L. G. (2023). Value, satisfaction and loyalty in the retail industry. ESIC Digital Economy & Innovation Journal. https://doi.org/10.55234/edeij-2-056
Haji-Othman, Y., Yusuff, M. S. bin S., & Hussain, M. N. M. (2024). Data Analysis Using Partial Least Squares Structural Equation Modeling (PLS-SEM) in Conducting Quantitative Research. International Journal of Academic Research in Business & Social Sciences. https://doi.org/10.6007/ijarbss/v14-i10/23364
Hidayat, C., Hindarwati, E. N., & Winata, K. (2023). The Role of Sales Promotions and Customer Experience on Customer Satisfaction and Its Impacts on Online Shopping Repurchase Intention. 1–6. https://doi.org/10.1109/icced60214.2023.10425067
Jee, T. W. (2021). The perception of discount sales promotions – A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63, 102745. https://doi.org/10.1016/J.JRETCONSER.2021.102745
Junaidi, M., & Hidayat, R. (2020). Pengaruh diskon dan promosi terhadap keputusan pembelian di sektor ritel. Jurnal Pemasaran Ritel, 12(1), 23–37.
Komara, A. T. (2023). Roles of Price on Rebates and Implication to Customer Product Choice. https://doi.org/10.55208/jebe.v17i2.485
Lauret, M. (2022). Promotion and Advertising Strategies. https://doi.org/10.1007/978-3-031-10097-0_19
Lestari, K. A., & Rofiah, C. (2023). When Service Quality Has a Greater Influence on Customer Satisfaction than Promotion: Empirical Study on Galvalum Companies. Journal of Economics, Finance and Management Studies, 06(12). https://doi.org/10.47191/jefms/v6-i12-37
Liu, H., Zhang, P., Cheng, H., Hasan, N., & Chiong, R. (2025). Journal of Retailing and Consumer Services Impact of AI-generated virtual streamer interaction on consumer purchase intention : A focus on social presence and perceived value. Journal of Retailing and Consumer Services, 85(February), 104290. https://doi.org/10.1016/j.jretconser.2025.104290
Majdina, N. I., Pratikno, B., & Tripena, A. (2024). Penentuan ukuran sampel menggunakan rumus Bernoulli dan Slovin: Konsep dan aplikasinya. Jurnal Ilmiah Matematika Dan Pendidikan Matematika, 16(1), 73–84.
Nanhe, P. M. P., & Nanhe, M. S. (2024). An Overview of Customer Relationship Management. International Journal of Advanced Research in Science, Communication and Technology. https://doi.org/10.48175/ijarsct-17507
Nouri-Harzvili, M., & Hosseini-Motlagh, S.-M. (2023). Dynamic discount pricing in online retail systems: Effects of post-discount dynamic forces. Expert Systems with Applications, 232, 120864. https://doi.org/10.1016/j.eswa.2023.120864
Patro, S. R., & Shanthi, V. (2024). Sales Promotion And Customer Engagement Towards Store Brands. https://doi.org/10.53555/kuey.v30i5.4344
Ramadhani, M. F., Farid, E. K., & Azizah, L. (2025). Analisis Strategi Penetapan Harga Dalam Pemberian Diskon Pada Peningkatan Minat Beli atau Loyalitas Pelanggan. Journal of Artificial Intelligence and Digital Business, 4(2), 1099–1104. https://doi.org/10.31004/riggs.v4i2.618
Ridwan, R. (2024). Price Perception and Brand Affect Purchase Decision. 1, 1(1), 24–29. https://doi.org/10.38035/snefr.v1i1.270
Sari, P. R., Nurhapsari, R., Sholihah, E., & Rahmania, A. S. (2025). Strategi meningkatkan kepuasan pelanggan di ritel modern: tinjauan dari aspek kualitas layanan, promosi, dan harga. Deleted Journal, 5(1), 71–78. https://doi.org/10.51903/4nmyth13
Sari, R., & Irawan, D. (2021). Pengaruh promosi terhadap kepuasan pelanggan: Studi pada toko pakaian di Surabaya. Jurnal Manajemen Dan Bisnis, 17(2), 45–58.
Sarstedt, M., Sarstedt, M., & Cheah, J.-H. (2019). Partial least squares structural equation modeling using SmartPLS: a software review. 7(3), 196–202. https://doi.org/10.1057/S41270-019-00058-3
Setiyani, D. (2024). Berbagai Elemen Yang Berdampak Pada Kepuasan Pelanggan. 1, 1, 63–76. https://doi.org/10.61132/jbep.v1i1.40
Shaikh, N. R. (2024). Customer Satisfaction in Service Industry. Deleted Journal, 4(3), 1081–1085. https://doi.org/10.62225/2583049x.2024.4.3.2904
Sharma, A., Gupta, J., Gera, L., Sati, M., & Sharma, S. (n.d.). Relationship Between Customer Satisfaction and Loyalty. Social Science Research Network. https://doi.org/10.2139/SSRN.3913161
Sharma, L. R., & Bhattarai, T. (2024). Determining an Applicable Sample Size in Research Studies. International Research Journal of MMC, 5(4), 29–40. https://doi.org/10.3126/irjmmc.v5i4.70641
Sheehan, D., & Ittersum, K. van. (2021). Isolating price promotions: The influence of promotional timing on promotion redemption. Journal of the Association for Consumer Research, 6(1), 81–90. https://doi.org/10.1086/710247
Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52, 101887. https://doi.org/10.1016/J.JRETCONSER.2019.101887
Sudarso, A., Suryati, L., Saragih, L. M. S., Ginting, M., Wardana, W., Lenggogeni, L., & Zahara, R. (2023). Customer satisfaction mediates the effect of service quality and customer value on customer loyalty. Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial Dan Humaniora, 25(3), 410–418. https://doi.org/10.24198/sosiohumaniora.v25i3.46323
Suryana, Y. (2021). Faktor-faktor yang mempengaruhi kepuasan pelanggan dalam industri ritel modern di Indonesia. Jurnal Ilmu Manajemen, 19(3), 98–112.
Sutrisno, R. (2023). Price framing: monetary discount versus percentage discount format. Gema Wiralodra. https://doi.org/10.31943/gw.v14i2.539
Syafrina, M., & Siregar, P. R. (2024). Evaluating the Impact of Customer Service Quality on Customer Satisfaction at XYZ Company. Journal of Applied Business Administration, 8(2), 302–310. https://doi.org/10.30871/jaba.v8i2.8361
Yanchenko, A. Y., & Repilova, M. M. (2023). On the question of applying discounts in the marketing process. Путеводитель Предпринимателя. https://doi.org/10.24182/2073-9885-2023-16-4-206-211
Yarsasi, S., Tahyudin, I., & Hariguna, T. (2025). Analisis Validitas dan Reliabilitas Kuesioner dengan Metode Partial Least Squares Structural Equation Modeling pada Aplikasi SMARTPLS. Jurnal Pendidikan Dan Teknologi Indonesia, 5(7), 1905–1913. https://doi.org/10.52436/1.jpti.885
Yuwafi, R. (2024). The role of law in economic development retail business. Journal Indonesia Law and Policy Review (JILPR), 6(1), 64–73. https://doi.org/10.56371/jirpl.v6i1.306
Zhu, Q., Yu, L., Luo, J., & Cao, S. (2021). AMOS-based analysis of factors influencing customer loyalty. E3S Web of Conferences, 251, 3068. https://doi.org/10.1051/E3SCONF/202125103068
APRINDO. (2023). Laporan Tahunan Asosiasi Pengusaha Ritel Indonesia.
Bade, K. (2024). Customer Loyalty Program: Enhanced Rewards and Insights for Lasting Engagement. International Journal for Research in Applied Science and Engineering Technology. https://doi.org/10.22214/ijraset.2024.59689
Barella, Y., Fergina, A., Mustami, M. K., Rahman, U., & Alajaili, H. M. A. (2024). Quantitative Methods in Scientific Research. Jurnal Pendidikan Sosiologi Dan Humaniora, 15(1), 281. https://doi.org/10.26418/j-psh.v15i1.71528
Boyko, A. A., Tatyana, P., Anastasiya, R., Anna, G., & Sergei, K. (2024). Developing a Sustainable Strategy for Effective Product Promotion in Dynamic Market Conditions. 1–6. https://doi.org/10.1109/dasa63652.2024.10836261
Coimbra, P., Esp, P., & Ascens, A. M. (2025). Determinants of the online purchase intention : hedonic motivations , prices , information and trust. December. https://doi.org/10.1108/BJM-04-2021-0140
Ferrentino, R., & Boniello, C. (2020). Customer satisfaction: a mathematical framework for its analysis and its measurement. Computational Management Science, 17(1), 23–45.
Gauri, D. K., Ratchford, B. T., Pancras, J., & Talukdar, D. (2017). An Empirical Analysis of the Impact of Promotional Discounts on Store Performance. Journal of Retailing, 93(3), 283–303. https://doi.org/10.1016/J.JRETAI.2017.06.001
González, J. L. G. (2023). Value, satisfaction and loyalty in the retail industry. ESIC Digital Economy & Innovation Journal. https://doi.org/10.55234/edeij-2-056
Haji-Othman, Y., Yusuff, M. S. bin S., & Hussain, M. N. M. (2024). Data Analysis Using Partial Least Squares Structural Equation Modeling (PLS-SEM) in Conducting Quantitative Research. International Journal of Academic Research in Business & Social Sciences. https://doi.org/10.6007/ijarbss/v14-i10/23364
Hidayat, C., Hindarwati, E. N., & Winata, K. (2023). The Role of Sales Promotions and Customer Experience on Customer Satisfaction and Its Impacts on Online Shopping Repurchase Intention. 1–6. https://doi.org/10.1109/icced60214.2023.10425067
Jee, T. W. (2021). The perception of discount sales promotions – A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63, 102745. https://doi.org/10.1016/J.JRETCONSER.2021.102745
Junaidi, M., & Hidayat, R. (2020). Pengaruh diskon dan promosi terhadap keputusan pembelian di sektor ritel. Jurnal Pemasaran Ritel, 12(1), 23–37.
Komara, A. T. (2023). Roles of Price on Rebates and Implication to Customer Product Choice. https://doi.org/10.55208/jebe.v17i2.485
Lauret, M. (2022). Promotion and Advertising Strategies. https://doi.org/10.1007/978-3-031-10097-0_19
Lestari, K. A., & Rofiah, C. (2023). When Service Quality Has a Greater Influence on Customer Satisfaction than Promotion: Empirical Study on Galvalum Companies. Journal of Economics, Finance and Management Studies, 06(12). https://doi.org/10.47191/jefms/v6-i12-37
Liu, H., Zhang, P., Cheng, H., Hasan, N., & Chiong, R. (2025). Journal of Retailing and Consumer Services Impact of AI-generated virtual streamer interaction on consumer purchase intention : A focus on social presence and perceived value. Journal of Retailing and Consumer Services, 85(February), 104290. https://doi.org/10.1016/j.jretconser.2025.104290
Majdina, N. I., Pratikno, B., & Tripena, A. (2024). Penentuan ukuran sampel menggunakan rumus Bernoulli dan Slovin: Konsep dan aplikasinya. Jurnal Ilmiah Matematika Dan Pendidikan Matematika, 16(1), 73–84.
Nanhe, P. M. P., & Nanhe, M. S. (2024). An Overview of Customer Relationship Management. International Journal of Advanced Research in Science, Communication and Technology. https://doi.org/10.48175/ijarsct-17507
Nouri-Harzvili, M., & Hosseini-Motlagh, S.-M. (2023). Dynamic discount pricing in online retail systems: Effects of post-discount dynamic forces. Expert Systems with Applications, 232, 120864. https://doi.org/10.1016/j.eswa.2023.120864
Patro, S. R., & Shanthi, V. (2024). Sales Promotion And Customer Engagement Towards Store Brands. https://doi.org/10.53555/kuey.v30i5.4344
Ramadhani, M. F., Farid, E. K., & Azizah, L. (2025). Analisis Strategi Penetapan Harga Dalam Pemberian Diskon Pada Peningkatan Minat Beli atau Loyalitas Pelanggan. Journal of Artificial Intelligence and Digital Business, 4(2), 1099–1104. https://doi.org/10.31004/riggs.v4i2.618
Ridwan, R. (2024). Price Perception and Brand Affect Purchase Decision. 1, 1(1), 24–29. https://doi.org/10.38035/snefr.v1i1.270
Sari, P. R., Nurhapsari, R., Sholihah, E., & Rahmania, A. S. (2025). Strategi meningkatkan kepuasan pelanggan di ritel modern: tinjauan dari aspek kualitas layanan, promosi, dan harga. Deleted Journal, 5(1), 71–78. https://doi.org/10.51903/4nmyth13
Sari, R., & Irawan, D. (2021). Pengaruh promosi terhadap kepuasan pelanggan: Studi pada toko pakaian di Surabaya. Jurnal Manajemen Dan Bisnis, 17(2), 45–58.
Sarstedt, M., Sarstedt, M., & Cheah, J.-H. (2019). Partial least squares structural equation modeling using SmartPLS: a software review. 7(3), 196–202. https://doi.org/10.1057/S41270-019-00058-3
Setiyani, D. (2024). Berbagai Elemen Yang Berdampak Pada Kepuasan Pelanggan. 1, 1, 63–76. https://doi.org/10.61132/jbep.v1i1.40
Shaikh, N. R. (2024). Customer Satisfaction in Service Industry. Deleted Journal, 4(3), 1081–1085. https://doi.org/10.62225/2583049x.2024.4.3.2904
Sharma, A., Gupta, J., Gera, L., Sati, M., & Sharma, S. (n.d.). Relationship Between Customer Satisfaction and Loyalty. Social Science Research Network. https://doi.org/10.2139/SSRN.3913161
Sharma, L. R., & Bhattarai, T. (2024). Determining an Applicable Sample Size in Research Studies. International Research Journal of MMC, 5(4), 29–40. https://doi.org/10.3126/irjmmc.v5i4.70641
Sheehan, D., & Ittersum, K. van. (2021). Isolating price promotions: The influence of promotional timing on promotion redemption. Journal of the Association for Consumer Research, 6(1), 81–90. https://doi.org/10.1086/710247
Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52, 101887. https://doi.org/10.1016/J.JRETCONSER.2019.101887
Sudarso, A., Suryati, L., Saragih, L. M. S., Ginting, M., Wardana, W., Lenggogeni, L., & Zahara, R. (2023). Customer satisfaction mediates the effect of service quality and customer value on customer loyalty. Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial Dan Humaniora, 25(3), 410–418. https://doi.org/10.24198/sosiohumaniora.v25i3.46323
Suryana, Y. (2021). Faktor-faktor yang mempengaruhi kepuasan pelanggan dalam industri ritel modern di Indonesia. Jurnal Ilmu Manajemen, 19(3), 98–112.
Sutrisno, R. (2023). Price framing: monetary discount versus percentage discount format. Gema Wiralodra. https://doi.org/10.31943/gw.v14i2.539
Syafrina, M., & Siregar, P. R. (2024). Evaluating the Impact of Customer Service Quality on Customer Satisfaction at XYZ Company. Journal of Applied Business Administration, 8(2), 302–310. https://doi.org/10.30871/jaba.v8i2.8361
Yanchenko, A. Y., & Repilova, M. M. (2023). On the question of applying discounts in the marketing process. Путеводитель Предпринимателя. https://doi.org/10.24182/2073-9885-2023-16-4-206-211
Yarsasi, S., Tahyudin, I., & Hariguna, T. (2025). Analisis Validitas dan Reliabilitas Kuesioner dengan Metode Partial Least Squares Structural Equation Modeling pada Aplikasi SMARTPLS. Jurnal Pendidikan Dan Teknologi Indonesia, 5(7), 1905–1913. https://doi.org/10.52436/1.jpti.885
Yuwafi, R. (2024). The role of law in economic development retail business. Journal Indonesia Law and Policy Review (JILPR), 6(1), 64–73. https://doi.org/10.56371/jirpl.v6i1.306
Zhu, Q., Yu, L., Luo, J., & Cao, S. (2021). AMOS-based analysis of factors influencing customer loyalty. E3S Web of Conferences, 251, 3068. https://doi.org/10.1051/E3SCONF/202125103068
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2026-06-10
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Pengaruh Promosi dan Diskon terhadap Kepuasan Pelanggan Toserba Tikung Lamongan. (2026). JOURNAL OF SHARIA ECONOMICS, 8(1). https://doi.org/10.35896/z7ees708
