Discount Strategy Transformation and Retail Consumer Behavior in the Digital Era at Galaxy Mall Surabaya

Abstract

In the rapidly evolving digital era, the transformation of discount strategies in the retail sector has become increasingly vital, especially as consumer interactions with technology significantly shape purchasing behavior. This study systematically examines how digitalization has reshaped discount strategies and their effects on consumer behavior in retail settings, focusing specifically on Galaxy Mall Surabaya. Employing a Systematic Literature Review (SLR) methodology, this research collected and analyzed scholarly articles published between 2015 and 2024 from leading academic databases. The review focused on empirical studies addressing digital discount mechanisms and their effectiveness in influencing consumer purchasing patterns. Findings reveal significant advancements in digital discount tactics, including electronic coupons, cashback programs, and gamification-based incentives. These approaches enhance consumer engagement and accelerate purchase decisions, thereby altering consumer expectations and behavior in modern retail environments. Consumers now exhibit increased price sensitivity and a preference for seamless digital shopping experiences, responding more positively to technology-driven discounts than to traditional methods. This study contributes to existing literature by clarifying the dynamic relationship between digital transformation and consumer purchase decisions, offering strategic insights for retailers to leverage data analytics in developing integrated promotional strategies that combine online and offline channels. Furthermore, it highlights the need for further research into the impact of specific digital platforms on discount delivery and consumer satisfaction. Overall, this study deepens the understanding of discount strategy evolution and its influence on consumer behavior within the Indonesian retail context