STRATEGIC PRICING AND CONSUMER BEHAVIOR IN INDONESIAN MODERN RETAIL

Abstract

Price is a key factor in determining the selling value of a product because it directly influences consumer purchase intention. In Indonesia’s modern retail sector, pricing strategies are crucial for attracting and retaining customers. This study aims to analyze the effect of pricing on consumer purchase intention, focusing on Indomie products sold at Alfamart outlets. A descriptive quantitative method was applied, with data collected through random sampling of 90 respondents using questionnaires, supported by interviews and observations. Statistical analysis was performed using SPSS 25, including descriptive statistics, correlation, regression, and hypothesis testing. The results of the t-test showed that pricing has a significant effect on purchase intention, with a significance value of 0.00 < 0.05. Similarly, the F-test confirmed a significant relationship, with Fcount (5.091) greater than Ftable (3.95). These findings indicate that fair and consistent pricing positively influences consumer purchase intention.