Pengaruh Promosi Penjualan Trade-In terhadap Minat Beli Bright Gas (Studi Kota Bandung)
Abstract
The use of non-subsidized LPG, Bright Gas, designated for middle and upper income households, always decreases every year, on the other side the use of LPG subsidized 3 Kg has increased. This condition indicates the low interest in buying bright gas in the community. One of the ways to increase the use of Bright Gas is by utilizing sales promotion programs, considering the long price difference between Bright Gas and LPG 3 Kg. This study aims to analyze the effect of trade-in sales promotion on Bright Gas buying interest among upper middle-income households in Bandung city. This study used quantitative methods with 183 samples determined using purposive sampling techniques, simple linear regression analysis was used in this study with the aid of SPSS software to measure the strength of the relationship between the variables in the study. The findings in this study show that trade-in sales promotion has a significant positive effect on Bright Gas buying interest.
References
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Juliansyah, Ahmad Alhafif, Marlina Widiyanti, Muchsin Saggaff Shihab, and Zakaria Wahab. “Brand Image Effects and Promotions on the Decision of Buying Elpiji Bright Gas in the City of Palembang.” International Journal of Social Sciences 7, no. 1 (2024): 31–36. https://doi.org/10.21744/ijss.v7n1.2246.
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———. “Tekan Penyalahgunaan LPG 3 Kg, Pemerintah Tingkatkan Pengawasan Dan Sinergitas Dengan Stakeholder.” Kementerian Energi dan Sumber Daya Mineral RI, 2023. https://migas.esdm.go.id/post/tekan-penyalahgunaan-lpg-3-kg-pemerintah-tingkatkan-pengawasan-dan-sinergitas-dengan-stakeholder.
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Kuncoro, Hedwika Avila Diva Putri, and Nurrani Kusumawati. “A Study of Customer Preference, Customer Perceived Value, Sales Promotion, and Social Media Marketing Towards Purchase Decision of Sleeping Product in Generation Z.” Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (2021): 265–76. https://doi.org/10.35631/aijbes.39018.
Maulana, Ardhi, and Mumuh Mulyana. “Analisis Pengaruh Public Relation Dan Sales Promotion Terhadap Minat Beli Pada Produk Starbucks Di Kota Bogor.” Jurnal Ilmiah Manajemen Kesatuan 8, no. 2 (2020): 47–64. https://doi.org/10.37641/jimkes.v8i2.327.
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Santini, Fernando de Oliveira, Wagner Junior Ladeira, Claudio Hoffmann Sampaio, and Juan Pablo Boeira. “The Effects of Sales Promotions on Mobile Banking a Cross-Cultural Study.” Journal of Promotion Management 26, no. 3 (2020): 350–71. https://doi.org/10.1080/10496491.2019.1699622.
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Setyadi, Bakti, Sulaiman Helmi, and Adi Santoso. “Unraveling the Influence of Product Advertising on Consumer Buying Interest: Exploring Product Knowledge, Product Quality, and Mediation Effects.” Cogent Business and Management 11, no. 1 (2024). https://doi.org/10.1080/23311975.2024.2349253.
Sinha, Somesh Kumar, and Priyanka Verma. “Impact of Sales Promotion’s Benefits on Perceived Value: Does Product Category Moderate the Results?” Journal of Retailing and Consumer Services 52, no. November 2018 (2020): 101887. https://doi.org/10.1016/j.jretconser.2019.101887.
Sugiyono. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta, 2019.
Suhud, U, P Palestrini, and M Allan. Trade-In Promotion and Its Effect on Brand Loyalty and New Vehicle Purchase Intention. International Conference of …. Vol. 1. Atlantis Press SARL, 2023. https://doi.org/10.2991/978-2-38476-064-0.
Tan, Timoty Christian Arisaputra, Sifrid S Pangemanan, and Regina Trifena Saerang. “The Influence of Digital Payment and Sales Promotion Towards Customer Purchase Intention At Convenience Stores (Case Study of Alfamart and Alfamidi in Citraland, Manado).” Jurnal EMBA 4, no. 4 (2021): 105–14.
Teguhati, Muhamad Setiel, and Is Fadhillah. “Pengaruh Citra Merek, Layanan Trade In Terhadap Keputusan Pembelian Produk Smartphone Oppo Di Konter Kirana Store Gresik.” Indonesian Journal of Management Science 3, no. 1 (2024): 1–9. https://doi.org/10.46821/ijms.v3i1.500.
Umam, Danang Choirul, and Rahman Faisal. “Efektivitas Program Tukar Tambah Pada Strategi Penjualan Terhadap Minat Beli Produk Gadget Serta Dampaknya Pada Kinerja Perusahaan Di Kota Tangerang Selatan.” Jurnal Ilmiah Multidisiplin 1, no. 05 (2022): 09–18. https://doi.org/10.56127/jukim.v1i05.273.
Xiao, Lu, Xian Jia Wang, and Kwai Sang Chin. “Trade-in Strategies in Retail Channel and Dual-Channel Closed-Loop Supply Chain with Remanufacturing.” Transportation Research Part E: Logistics and Transportation Review 136, no. May 2018 (2020): 101898. https://doi.org/10.1016/j.tre.2020.101898.
Abdullah Sanda, Ilham, and Salim Basalamah. “The Role of Customer Ratings and Free Shipping Promos on Buying Interest In Tokopedia Application Services.” Golden Ratio of Marketing and Applied Psychology of Business 1, no. 1 (2021): 34–52. https://doi.org/10.52970/grmapb.v1i1.315.
Alhaq, Dhiya Daffa, and Ph.D Dewi, Citra Kusuma, S.E, M.A.B. “PENGARUH MARKETING MIX TERHADAP MINAT BELI BRIGHT GAS Di KOTA BANDUNG.” E Proceeding of Management 7, no. 2 (2020): 6666–74.
Andrew, Muhammad. “E-Service Quality and Brand Image on Buying Interest.” Journal of Secretary and Business Administration 3, no. 1 (2019): 23. https://doi.org/10.31104/jsab.v3i1.83.
Bai, Jiaru, Shu Hu, Luyi Gui, Kut C. So, and Zu Jun Ma. “Optimal Subsidy Schemes and Budget Allocations for Government-Subsidized Trade-in Programs.” Production and Operations Management 30, no. 8 (2021): 2689–2706. https://doi.org/10.1111/poms.13401.
Bangun, Ollani Vabiola. “Subsidi Gas LPG Tabung 3 Kg.” Analisis Ringkas Cepat iv (2020): 2–5.
Chaniago, Harmon, Hari Muharam, and Yen Efawati. Metode Riset Bisnis Dan Permodelan. Bandung: Edukasi Riset Digital, 2023.
CNBC Indonesia. “LPG 3 Kg Banyak Dinikmati Orang Mampu, Salah Siapa?” CNBC Indonesia, 2023. https://www.cnbcindonesia.com/research/20230928103650-128-476216/lpg-3-kg-banyak-dinikmati-orang-mampu-salah-siapa.
Detik Finance. “Tulisan Baru Di Elpiji 3 Kg: ‘Hanya Untuk Masyarakat Miskin.’” Detik Finance, 2015. https://finance.detik.com/energi/d-2850527/tulisan-baru-di-elpiji-3-kg-hanya-untuk-masyarakat-miskin.
Dinsos Lampung Tengah. “P3KE Dan DTKS Apa Bedanya Ya?” Dinas Sosial Lampung Tengah, 2024. https://dinsos.lampungtengahkab.go.id/post/berita/read-p3ke-dan-dtks-apa-bedanya-ya.html.
Dwisuardinata, Ida Bagus Nyoman, and Gede Sri Darma. “The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali.” Binus Business Review 14, no. 1 (2022): 1–11. https://doi.org/10.21512/bbr.v14i1.8919.
Fataron, Zuhdan Ady. “The Impact of Shopee’s Youtube Ads Shopee Version 4.4 Mega Elektronik Sale on Purchase Intention.” Journal of Digital Marketing and Halal Industry 3, no. 1 (2021): 49–62. https://doi.org/10.21580/jdmhi.2021.3.1.7442.
Ghozali, Imam. APLIKASI ANALISIS MULTIVARIATE Dengan Program IBM SPSS 26. 10th ed. Semarang: Badan Penerbit Universitas Diponegoro, 2021.
Hardiantoro, Alinda, and Sari Hardiyanto. “Beli Elpiji 3 Kg Wajib Pakai KTP: Sasaran, Syarat, Dan Cara Daftarnya.” Kompas, 2023. https://www.kompas.com/tren/read/2023/08/28/090000865/beli-elpiji-3-kg-wajib-pakai-ktp-sasaran-syarat-dan-cara-daftarnya?page=all.
Hardiyanah, Tia, Rini Hidayati, Ananta Hagabean Nasution, Muslikh Muslikh, and Siti Marhamah. “Pengaruh Content Marketing, Sales Promotion, Personal Selling Dan Brand Image Terhadap Minat Beli Pada CV Laditri Karya.” Journal of Accounting, Management, and Economics Research (JAMER) 1, no. 2 (2023): 75–92. https://doi.org/10.33476/jamer.v1i2.29.
IDNTimes. “Masih Ada Orang Kaya Beli LPG 3 Kg, Pertamina Ungkap Datanya.” IDN Times, 2024. https://www.idntimes.com/business/economy/trio-hamdani/masih-ada-orang-kaya-beli-lpg-3-kg-pertamina-ungkap-datanya?page=all.
Jectendra, Angelita. “Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Gas Elpiji 5,5 Kg (Non Subsidi).” JISMA: Jurnal Ilmu Sosial, Manajemen, Dan Akuntansi 1, no. 4 (2022): 445–48. https://doi.org/10.59004/jisma.v1i4.150.
Juliansyah, Ahmad Alhafif, Marlina Widiyanti, Muchsin Saggaff Shihab, and Zakaria Wahab. “Brand Image Effects and Promotions on the Decision of Buying Elpiji Bright Gas in the City of Palembang.” International Journal of Social Sciences 7, no. 1 (2024): 31–36. https://doi.org/10.21744/ijss.v7n1.2246.
Kemenko PMK. “No Title.” Kemenko PMK, 2024. https://p3ke.kemenkopm.go.id/sebaran.
Kementerian ESDM. “Pemerintah Tugaskan Pertamina Patra Niaga Dalam Penyediaan Dan Pendistribusian LPG 3 Kg.” Kementerian Energi dan Sumber Daya Mineral RI, 2021. https://migas.esdm.go.id/post/pemerintah-tugaskan-pertamina-patra-niaga-dalam-penyediaan-dan-pendistribusian-lpg-3-kg.
———. “Tekan Penyalahgunaan LPG 3 Kg, Pemerintah Tingkatkan Pengawasan Dan Sinergitas Dengan Stakeholder.” Kementerian Energi dan Sumber Daya Mineral RI, 2023. https://migas.esdm.go.id/post/tekan-penyalahgunaan-lpg-3-kg-pemerintah-tingkatkan-pengawasan-dan-sinergitas-dengan-stakeholder.
Kotler, Philip, and Kevin Lane Keller. “Marketing Management,” 657. Prentice Hall, 2012.
Kumparan. “Program Kepemilikan Rumah Bertahap PUPR Mundur, Tak Jadi Mulai Tahun Ini.” Kumparan, 2023. https://kumparan.com/kumparanbisnis/program-kepemilikan-rumah-bertahap-pupr-mundur-tak-jadi-mulai-tahun-ini-1zfS82eoK3k/full.
Kuncoro, Hedwika Avila Diva Putri, and Nurrani Kusumawati. “A Study of Customer Preference, Customer Perceived Value, Sales Promotion, and Social Media Marketing Towards Purchase Decision of Sleeping Product in Generation Z.” Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (2021): 265–76. https://doi.org/10.35631/aijbes.39018.
Maulana, Ardhi, and Mumuh Mulyana. “Analisis Pengaruh Public Relation Dan Sales Promotion Terhadap Minat Beli Pada Produk Starbucks Di Kota Bogor.” Jurnal Ilmiah Manajemen Kesatuan 8, no. 2 (2020): 47–64. https://doi.org/10.37641/jimkes.v8i2.327.
Open Data Kota Bandung. “Jumlah Kepala Keluarga Berdasarkan Kelurahan Di Kota Bandung.” Open Data Kota Bandung, 2024. https://opendata.bandung.go.id/dataset/jumlah-kepala-keluarga-berdasarkan-kelurahan-di-kota-bandung.
Santini, Fernando de Oliveira, Wagner Junior Ladeira, Claudio Hoffmann Sampaio, and Juan Pablo Boeira. “The Effects of Sales Promotions on Mobile Banking a Cross-Cultural Study.” Journal of Promotion Management 26, no. 3 (2020): 350–71. https://doi.org/10.1080/10496491.2019.1699622.
Sepakat Bappenas. “Kuintil, Desil Dan Persentil.” Sepakat Bappenas, 2020. https://sepakat.bappenas.go.id/wiki/index.php/Kuintil.
Setyadi, Bakti, Sulaiman Helmi, and Adi Santoso. “Unraveling the Influence of Product Advertising on Consumer Buying Interest: Exploring Product Knowledge, Product Quality, and Mediation Effects.” Cogent Business and Management 11, no. 1 (2024). https://doi.org/10.1080/23311975.2024.2349253.
Sinha, Somesh Kumar, and Priyanka Verma. “Impact of Sales Promotion’s Benefits on Perceived Value: Does Product Category Moderate the Results?” Journal of Retailing and Consumer Services 52, no. November 2018 (2020): 101887. https://doi.org/10.1016/j.jretconser.2019.101887.
Sugiyono. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta, 2019.
Suhud, U, P Palestrini, and M Allan. Trade-In Promotion and Its Effect on Brand Loyalty and New Vehicle Purchase Intention. International Conference of …. Vol. 1. Atlantis Press SARL, 2023. https://doi.org/10.2991/978-2-38476-064-0.
Tan, Timoty Christian Arisaputra, Sifrid S Pangemanan, and Regina Trifena Saerang. “The Influence of Digital Payment and Sales Promotion Towards Customer Purchase Intention At Convenience Stores (Case Study of Alfamart and Alfamidi in Citraland, Manado).” Jurnal EMBA 4, no. 4 (2021): 105–14.
Teguhati, Muhamad Setiel, and Is Fadhillah. “Pengaruh Citra Merek, Layanan Trade In Terhadap Keputusan Pembelian Produk Smartphone Oppo Di Konter Kirana Store Gresik.” Indonesian Journal of Management Science 3, no. 1 (2024): 1–9. https://doi.org/10.46821/ijms.v3i1.500.
Umam, Danang Choirul, and Rahman Faisal. “Efektivitas Program Tukar Tambah Pada Strategi Penjualan Terhadap Minat Beli Produk Gadget Serta Dampaknya Pada Kinerja Perusahaan Di Kota Tangerang Selatan.” Jurnal Ilmiah Multidisiplin 1, no. 05 (2022): 09–18. https://doi.org/10.56127/jukim.v1i05.273.
Xiao, Lu, Xian Jia Wang, and Kwai Sang Chin. “Trade-in Strategies in Retail Channel and Dual-Channel Closed-Loop Supply Chain with Remanufacturing.” Transportation Research Part E: Logistics and Transportation Review 136, no. May 2018 (2020): 101898. https://doi.org/10.1016/j.tre.2020.101898.
Published
2025-06-17
How to Cite
RAHMAWATI, Putri Hasifah; TIORIDA, Ermina; RAHARSO, Sri.
Pengaruh Promosi Penjualan Trade-In terhadap Minat Beli Bright Gas (Studi Kota Bandung).
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 14, n. 1, p. 184-198, june 2025.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/7257>. Date accessed: 23 june 2025.
doi: https://doi.org/10.32503/revitalisasi.v14i1.7257.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
