Strategi Discount Hunting Pada E-commerce: Analisis Perilaku Konsumen

Rahmah, Anisa (2025) Strategi Discount Hunting Pada E-commerce: Analisis Perilaku Konsumen. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri e-commerce di Indonesia terus mengalami pertumbuhan yang pesat, dengan sekitar 51% konsumen diidentifikasi sebagai pemburu diskon. Fenomena ini menunjukkan adanya pergeseran perilaku konsumen dari aktivitas belanja yang bersifat fungsional menjadi tindakan yang strategis, di mana konsumen secara aktif mencari dan memanfaatkan berbagai bentuk promosi seperti voucher diskon, cashback, gratis ongkir, dan flash sale. Perilaku ini dikenal sebagai discount hunting, yang dalam konteks e-commerce menjadi semakin kompleks seiring dengan beragamnya program promosi yang ditawarkan oleh platform. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis strategi discount hunting yang digunakan oleh konsumen, serta memahami faktor-faktor yang memengaruhi keputusan dan perilaku dalam mengejar diskon. Penelitian ini menggunakan metode case study research (CSR) dengan pengumpulan data melalui wawancara semi-terstruktur terhadap konsumen aktif pengguna e-commerce, serta observasi aktivitas pencarian dan pemanfaatan diskon di platform tersebut. Proses analisis dilakukan melalui pendekatan open coding untuk merumuskan pola strategi serta faktor pendorongnya. Hasil analisis menghasilkan tipologi strategi discount hunting berdasarkan dua dimensi utama, yaitu tingkat kreativitas strategi dan intensitas usaha. Tipologi tersebut terbagi ke dalam empat kuadran: Casual Strategy, Systematic Optimization, Community Leveraging, dan Time Exploit, yang masing-masing menggambarkan pola pendekatan dan sasaran jenis diskon yang berbeda. Penelitian ini juga menemukan praktik ekstrem seperti nuyul (penggunaan banyak akun), penggunaan bot, dan alat bantu teknis sebagai bentuk eksploitasi sistem promosi. Temuan ini memberikan kontribusi dalam memahami dinamika perilaku konsumen digital serta menjadi masukan praktis bagi e-commerce untuk merancang sistem promosi yang lebih adil, aman, dan relevan dengan perilaku pengguna.
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The e-commerce industry in Indonesia continues to experience rapid growth, with approximately 51% of consumers identified as discount hunters. This phenomenon indicates a shift in consumer behavior from functional shopping activities to strategic actions, where consumers actively seek and utilize various types of promotions such as discount vouchers, cashback, free shipping, and flash sales. This behavior, known as discount hunting, has become increasingly complex in the context of e-commerce due to the wide variety of promotional programs offered by platforms. This study aims to identify and analyze discount hunting strategies used by consumers, as well as to understand the factors influencing their decision-making and behavior in pursuing discounts. The research adopts a case study research (CSR) method by collecting data through semi-structured interviews with active e-commerce users, along with observations of discount-searching and utilization behavior on the platform. The data were analyzed using an open coding approach to formulate strategic patterns and driving factors. The analysis resulted in a typology of discount hunting strategies based on two main dimensions: the level of strategy creativity and the intensity of effort. This typology is divided into four quadrants: Casual Strategy, Systematic Optimization, Community Leveraging, and Time Exploit, each representing a different approach and target type of discount. The study also uncovered extreme practices such as nuyul (multi-account usage), bot automation, and the use of technical tools as forms of system exploitation. These findings contribute to a deeper understanding of digital consumer behavior dynamics and offer practical insights for e-commerce platforms to design promotional systems that are fairer, more secure, and more aligned with user strategies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	discount hunting, perilaku konsumen, e-commerce, case study research, discount hunting, consumer behavior, e-commerce, case study research
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Anisa Rahmah
Date Deposited:	25 Jul 2025 14:17
Last Modified:	25 Jul 2025 14:17
URI:	http://repository.its.ac.id/id/eprint/122050

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