MINAT BELI KONSUMEN TERHADAP PROMOSI TANPA DISKON DAN PROMOSI DENGAN DISKON DI MEDIA SOSIAL

ABSTRACTThis study aims to analyze the difference in consumer purchaseinterest towards non-discount promotions and discountpromotions on social media. The research background stems fromthe increasingly intensive use of social media as a means of digitalmarketing, yet the most effective promotion strategy remainsdebatable. The research method used an experiment with adescriptive quantitative approach. A total of 92 Gen Z respondentsaged 15–25 years who are active users of Instagram and TikTokparticipated. The data collection instrument was an onlinequestionnaire via Google Form, which displayed two types ofpromotional content: standard promotion without a discount andpromotion with a discount and an attractive caption. The resultsshowed that the discount promotion received an average interestscore of 3.84, with 78 respondents stating they were interested inbuying. Meanwhile, the non-discount promotion only received anaverage score of 3.28, with 32 respondents interested in buying.The main factors influencing the respondents' decisions werevisual appearance, discounted price, and testimonials. Theconclusion of this study is that promotions with discounts areproven to be more effective in increasing consumer purchaseinterest, especially among Gen Z who are active on social media.However, non-discount promotions still have relevance ifpresented with attractive visual content and persuasivenarratives. These findings can provide input for business actors todesign more creative and targeted promotional strategies on socialmedia.Keywords: Discount; Social Media; Purchase Interest; Promotion;Strategy