Discount Promotion’s Role in Shaping Price, Smart Shopper and Behaviorioral Intention: A Skintific Case Study

M. Fahrudin; Mahrinasari MS; Yuniarti Fihartini

doi:10.63922/ijebir.v4i04.2083

M. Fahrudin Faculty of Economics and Business, University of Lampung, Indonesia
Mahrinasari MS Faculty of Economics and Business, University of Lampung, Indonesia
Yuniarti Fihartini Faculty of Economics and Business, University of Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.2083

Keywords: Price-quality perception, Smart shopper self-perception, Discount sales promotion, Smart shopper self-perception

Abstract

The rapid growth of Indonesia’s premium skincare industry calls for marketing strategies that can effectively maintain customer loyalty, with discount promotions being one such approach. This study aims to examine the influence of price-quality perception and smart shopper self-perception on purchase intention, with discount sales promotions serving as a mediating variable among consumers of Skintific Offline Stores. Using a quantitative method, data were collected from 260 respondents through online questionnaires, selected via purposive sampling. Respondents were customers who had direct purchasing experience at Skintific's offline outlets. Data collection techniques included surveys, observation, documentation, and literature review. Analysis was conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS) via SmartPLS version 4.1.0.9. The results revealed that price-quality perception does not directly affect smart shopper self-perception but significantly impacts discount promotions. Smart shopper self-perception significantly influences both discount promotions and purchase intention. Moreover, discount promotions significantly affect smart shopper self-perception and serve as a mediating variable between both perception variables and purchase intention. These findings highlight the critical role of effective discount strategies in reinforcing Skintific’s premium brand image and fostering consumer loyalty in a highly competitive market.

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