THE INFLUENCE OF PRICES AND PROMOTIONS ON PURCHASING INTEREST
Keywords:
Price, Promotion, Purchase Interest, Consumer Behavior, Digital Marketing.Abstract
The development of digital technology has increased the intensity of business competition and changed consumer behavior in making purchasing decisions. Consumers now have the convenience of comparing prices and obtaining various forms of promotions before making a purchase, so purchasing interest is an important factor that business actors need to pay attention to. This research aims to analyze the influence of price and promotion on consumer purchasing interest based on a literature review. The research method used is a literature review by examining relevant scientific articles published in the period 2021–2025 via the Google Scholar database. The study results show that price and promotion have a significant effect on consumer buying interest. Affordable prices commensurate with product quality can increase consumer interest, while attractively designed promotions, especially through digital media, are effective in attracting attention, building trust and encouraging purchasing decisions. This research provides theoretical contributions in the development of marketing studies as well as practical implications for business actors in formulating more effective pricing and promotion strategies in the digital era
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