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Oct 13, 2025 by leolavanderia.com.br 77 views

The Effect of Promotion and Discounted Prices on the Purchasing Decisions of The Body Shop Cosmetics at the Sun Plaza Medan Outlet

Introduction

In the competitive world of cosmetics, businesses are constantly seeking innovative ways to attract and retain customers. Two marketing strategies that have been widely used in the industry are promotions and discounts. These tactics aim to entice consumers to make a purchase by offering them a sense of value or savings. However, the effectiveness of these strategies can vary depending on the target audience and the specific product being promoted. This study aims to investigate the impact of promotions and discounts on the purchasing decisions of consumers who shop at The Body Shop outlet in Sun Plaza Medan.

The Importance of Promotions and Discounts in the Cosmetics Industry

Promotions and discounts are two of the most common marketing strategies used in the cosmetics industry. These tactics can be used to increase sales, drive customer engagement, and build brand loyalty. However, the effectiveness of these strategies can vary depending on the target audience and the specific product being promoted. In the case of The Body Shop, promotions and discounts can be used to attract new customers, retain existing ones, and drive sales.

Research Methodology

This study uses a descriptive quantitative approach with the survey method to investigate the impact of promotions and discounts on the purchasing decisions of consumers who shop at The Body Shop outlet in Sun Plaza Medan. The sample consisted of 100 consumers who shop at the outlet, and the sampling technique used was proportional stratified random sampling. The data was collected using a questionnaire that asked consumers about their purchasing habits, preferences, and attitudes towards promotions and discounts.

Research Results

The results of this study indicate that promotion has a positive and significant influence on purchasing decisions. This means that when The Body Shop holds promotions, consumers tend to prefer to buy their products. However, on the other hand, discounts do not show positive and significant effects on consumer purchasing decisions. This shows that consumers may be more interested in added value given through promotion, such as gifts or special offers, compared to just a discounted price.

Deeper Analysis

Based on these results, it is essential for the manager of the Body Shop outlet to understand that not all effective pricing strategies in attracting consumers. Promotion that includes better customer experience, such as experimental products or special events, can be more effective in influencing purchasing decisions. People now want a pleasant and memorable shopping experience rather than just pursuing cheaper prices.

In addition, a combination of promotions and discounts can also be an effective strategy if applied wisely. For example, when launching a new product, The Body Shop can provide discounts accompanied by attractive promotions, so consumers feel more interested in trying these products.

The Role of Customer Experience in Promotions

Customer experience is a crucial aspect of promotions, and it can make a significant difference in influencing purchasing decisions. When consumers have a positive experience while shopping, they are more likely to return to the store and make a purchase. This is because customer experience is not just about the product itself but also about the overall shopping experience.

The Importance of Understanding Consumer Behavior

Understanding consumer behavior is essential for businesses to develop effective marketing strategies. By understanding what drives consumer purchasing decisions, businesses can tailor their marketing efforts to meet the needs and preferences of their target audience. In the case of The Body Shop, understanding consumer behavior can help the company develop promotions and discounts that are more effective in influencing purchasing decisions.

Conclusion

Overall, this study shows that promotion has a greater impact than a discounted price in influencing the purchasing decision of The Body Shop Cosmetics at the Sun Plaza Medan outlet. Therefore, a more creative marketing strategy and pleasant shopping experience should be the main focus for managers to increase sales and attract consumers. By understanding consumer behavior and adjusting marketing strategies to their preferences, The Body Shop can maintain competitive market share in the cosmetic industry.

Recommendations

Based on the findings of this study, the following recommendations are made:

Develop creative promotions: The Body Shop should develop creative promotions that include better customer experience, such as experimental products or special events.
Combine promotions and discounts: The Body Shop can combine promotions and discounts to create a more effective marketing strategy.
Focus on customer experience: The Body Shop should focus on providing a pleasant and memorable shopping experience to consumers.
Understand consumer behavior: The Body Shop should understand consumer behavior and adjust marketing strategies to meet the needs and preferences of their target audience.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the sample size was limited to 100 consumers, which may not be representative of the larger population. Secondly, the study only investigated the impact of promotions and discounts on purchasing decisions and did not explore other factors that may influence consumer behavior. Finally, the study was conducted in a specific outlet and may not be generalizable to other outlets or locations.

Future Research Directions

Future research should aim to investigate the impact of promotions and discounts on consumer behavior in different contexts and industries. Additionally, research should explore other factors that may influence consumer behavior, such as social media, word-of-mouth, and customer reviews. By understanding these factors, businesses can develop more effective marketing strategies that meet the needs and preferences of their target audience.
Frequently Asked Questions (FAQs) about the Effect of Promotion and Discounted Prices on the Purchasing Decisions of The Body Shop Cosmetics at the Sun Plaza Medan Outlet

Q: What is the main finding of this study?

A: The main finding of this study is that promotion has a positive and significant influence on purchasing decisions, while discounts do not show positive and significant effects on consumer purchasing decisions.

Q: Why do consumers prefer promotions over discounts?

A: Consumers may be more interested in added value given through promotion, such as gifts or special offers, compared to just a discounted price. Promotions can provide a sense of excitement and exclusivity, which can be more appealing to consumers than a simple discount.

Q: What is the role of customer experience in promotions?

A: Customer experience is a crucial aspect of promotions, and it can make a significant difference in influencing purchasing decisions. When consumers have a positive experience while shopping, they are more likely to return to the store and make a purchase.

Q: How can businesses develop effective promotions?

A: Businesses can develop effective promotions by understanding consumer behavior and preferences. They should focus on providing a pleasant and memorable shopping experience, and offer added value through promotions, such as gifts or special offers.

Q: Can discounts be effective in influencing purchasing decisions?

A: Discounts can be effective in influencing purchasing decisions, but they should be used in combination with other marketing strategies, such as promotions and customer experience. A combination of discounts and promotions can be more effective in driving sales and increasing customer loyalty.

Q: What are some examples of effective promotions?

A: Some examples of effective promotions include:

Gift with purchase: Offering a free gift with the purchase of a product.
Buy one get one free: Offering a free product with the purchase of another product.
Limited time offer: Creating a sense of urgency by offering a promotion for a limited time only.
Exclusive offer: Offering a promotion that is exclusive to a specific group of customers, such as loyalty program members.

Q: How can businesses measure the effectiveness of their promotions?

A: Businesses can measure the effectiveness of their promotions by tracking key performance indicators (KPIs), such as:

Sales: Measuring the increase in sales as a result of the promotion.
Customer engagement: Measuring the level of customer engagement, such as social media interactions and customer feedback.
Customer loyalty: Measuring the level of customer loyalty, such as repeat business and customer retention.

Q: What are some common mistakes businesses make when developing promotions?

A: Some common mistakes businesses make when developing promotions include:

Not understanding consumer behavior: Failing to understand what drives consumer purchasing decisions.
Not providing added value: Failing to offer added value through promotions, such as gifts or special offers.
Not creating a sense of urgency: Failing to create a sense of urgency through limited time offers or exclusive promotions.

Q: How can businesses stay ahead of the competition in terms of promotions?

A: Businesses can stay ahead of the competition in terms of promotions by:

Staying up-to-date with consumer trends: Understanding what drives consumer behavior and preferences.
Developing creative and innovative promotions: Offering unique and exclusive promotions that set them apart from the competition.
Measuring and tracking the effectiveness of promotions: Continuously monitoring and evaluating the effectiveness of promotions to make data-driven decisions.