Stimulus Promosi Penjualan Produk Bubble Tea pada Aplikasi Digital Payment Membentuk Keputusan Pembelian

Abstract

This research aims to analyze the sales promotion conducted by Chatime through the digital payment application Gopay in an effort to shape consumer purchasing decisions. The research method used is a qualitative approach through descriptive case studies, which uses the results of interviews and observations as the main data. There were ten informants in this study who were selected based on criteria that fit the purpose of the study. The findings of this study are the informants taking the decision to buy Chatime products because of a sales promotion in the form of cashback which is done when making purchases using a digital payment gopay. The implementation of sales promotion by Chatime has given consumers a boost in product purchasing decisions. Besides being driven by sales promotions, consumer purchasing decisions are also formed due to the ease and convenience of the Gopay application when transactions.