Pengaruh Program Diskon dan Penawaran Khusus Terhadap Keputusan Pembelian Pada Brand Lokal Insurgent Club

Abstract

This study aims to analyze the influence of discount programs and special offers on consumer purchasing decisions for the local brand Insurgent Club in Bandung. The research background is driven by the increasing competition in the local fashion industry and the high sensitivity of young consumers toward price-based promotional strategies. A quantitative approach with an associative design was employed. Data were collected through questionnaires distributed to 50 respondents who are active consumers of Insurgent Club and analyzed using descriptive statistics and multiple linear regression. The findings reveal that both discount programs and special offers have a positive and significant effect on purchasing decisions, both partially and simultaneously. The coefficient of determination (R²) of 0.718 indicates that 71.8% of the variation in purchasing decisions can be explained by the two independent variables, while the remainder is influenced by other factors. These results reinforce consumer behavior theory and price-based promotion strategies, while also providing practical implications for local brands to optimize discount and special offer programs through digital channels in order to boost sales and strengthen consumer loyalty.