PERSAINGAN HARGA DAN STRATEGI PROMOSI PADA RITEL MODERN: STUDI INDOMARET DAN ALFAMART
Abstract
This study aims to analyze the pricing and promotion strategies employed by Indonesia's two largest modern retailers, Indomaret and Alfamart, in response to corporate competition dynamics. The research method used is qualitative with a literature study approach, involving the collection and analysis of relevant literature on management strategies, pricing, promotion, and consumer behavior in modern retail. The results indicate that Indomaret emphasizes a cost leadership strategy through discount promotions, product bundling, and an extensive outlet network. In contrast, Alfamart focuses more on differentiation through occasion-based promotions, membership programs, and the development of its digital application, Alfagift. These differing strategies reflect a pattern of mutual adjustment in competition, where Indomaret is more effective at attracting price-sensitive consumers, while Alfamart excels in building loyalty through service and digital innovation.
References
[1] Anjali, "Consumer behaviour factors in purchasing decisions," Int. J. Mark. Stud., vol. 14, no. 1, 2022.
[2] N. Apriliani, "Strategi persaingan pemasaran Indomaret dan Alfamart di Salatiga menggunakan game theory," J. Elektro, vol. 16, no. 1, pp. 1–8, 2023, doi: 10.25170/jurnalelektro.v16i1.5126.
[3] M. R. Fadli, "Memahami desain metode penelitian kualitatif," Humanika, Kajian Ilmiah Mata Kuliah Umum, vol. 21, no. 1, pp. 33–54, 2021, doi: 10.21831/hum.v21i1.38075.
[4] A. Fauziah, "The implementation of modern retail application Alfagift and impact on consumer satisfaction," Int. J. Admin., Bus. Organ., vol. 5, no. 1, 2024. [Online]. Available: https://ijabo.a3i.or.id/index.php/ijabo/article/download/315/118/
[5] Y. Gabriele, J. Melodya, C. Zagita, and S. R. Wicaksono, "Perbandingan strategi competitive analysis antara Indomaret dan Alfamart menggunakan metode analisis Porter’s Five Forces," J. Ilm. Manaj. Kewiraus., vol. 1, no. 2, pp. 77–85, 2022. [Online]. Available: https://ejournal.unama.ac.id/index.php/jumanage/article/view/85
[6] S. Hintoro and A. F. Wijaya, "Analisis strategi bersaing pada Biznet Branch Salatiga menggunakan Porter’s Five Forces," J. Ekon. Manaj. Sist. Inf., vol. 2, no. 6, pp. 729–738, 2021, doi: 10.31933/jemsi.v2i6.
[7] P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson Education, 2016.
[8] F. W. Mamonto, W. J. F. A. Tumbuan, and M. H. Rogi, "Analisis faktor-faktor bauran pemasaran (4P) terhadap keputusan pembelian pada rumah makan Podomoro Poigar di era normal baru," J. EMBA, vol. 9, no. 2, 2021.
[9] F. Nurrisaa, D. Hermina, and N. Norlaila, "Pendekatan kualitatif dalam penelitian: Strategi, tahapan, dan analisis data," J. Teknol. Pendidik. Pembelajaran, vol. 2, no. 3, pp. 793–800, 2025. [Online]. Available: https://jurnal.kopusindo.com/index.php/jtpp/article/view/581
[10] F. T. Nuryani, N. Nurkesuma, and B. Hadibrata, "Korelasi keputusan pembelian: Kualitas produk, persepsi harga dan promosi (literature review manajemen pemasaran)," J. Ekon. Manaj. Sist. Inf., vol. 3, no. 4, pp. 452–462, 2022.
[11] N. Pranadita, R. Hurriyati, and P. D. Dirgantari, "Pengaruh hukum terhadap lima kekuatan persaingan terkait dengan perumusan strategi bersaing menurut Michael E. Porter," J. Manaj. Organ., vol. 12, no. 1, pp. 51–66, 2021, doi: 10.29244/jmo.v12i1.33986.
[12] D. Puspitasari, E. Z. Ridwan, E. Rahmawati, F. K. K. Illahi, and G. Alsakinah, "Tinjauan dampak persaingan toko ritel antara Indomaret dan Alfamart terhadap preferensi konsumen di Kabupaten Kuningan," LETTERLIJK, J. Huk. Perdata, vol. 1, no. 1, 2024. [Online]. Available: https://journal.fhukum.uniku.ac.id/letterlijk/index
[13] D. Rahmawati, "Dampak ritel modern terhadap ritel tradisional di Indonesia," J. Ekon. Bisnis, vol. 10, no. 1, pp. 45–55, 2022.
[14] S. U. Rahmawati, et al., "Analisis penggunaan aplikasi Poinku sebagai daya tarik dan fasilitas belanja di Indomaret Sulursari," J. Samudra Ekon. Bisnis, 2023. [Online]. Available: https://www.researchgate.net/publication/368256989
[15] A. M. Siregar and N. Aslami, "Analisis faktor-faktor perilaku konsumen terhadap keputusan pembelian," Mimbar Kampus, J. Pendidik. Agama Islam, vol. 21, no. 2, pp. 96–103, 2022.
[16] T. Suryani and H. Hendri, "Retail modern di Indonesia: Tren perkembangan dan strategi pemasaran," J. Manaj. Bisnis, vol. 8, no. 2, pp. 112–121, 2021.
[2] N. Apriliani, "Strategi persaingan pemasaran Indomaret dan Alfamart di Salatiga menggunakan game theory," J. Elektro, vol. 16, no. 1, pp. 1–8, 2023, doi: 10.25170/jurnalelektro.v16i1.5126.
[3] M. R. Fadli, "Memahami desain metode penelitian kualitatif," Humanika, Kajian Ilmiah Mata Kuliah Umum, vol. 21, no. 1, pp. 33–54, 2021, doi: 10.21831/hum.v21i1.38075.
[4] A. Fauziah, "The implementation of modern retail application Alfagift and impact on consumer satisfaction," Int. J. Admin., Bus. Organ., vol. 5, no. 1, 2024. [Online]. Available: https://ijabo.a3i.or.id/index.php/ijabo/article/download/315/118/
[5] Y. Gabriele, J. Melodya, C. Zagita, and S. R. Wicaksono, "Perbandingan strategi competitive analysis antara Indomaret dan Alfamart menggunakan metode analisis Porter’s Five Forces," J. Ilm. Manaj. Kewiraus., vol. 1, no. 2, pp. 77–85, 2022. [Online]. Available: https://ejournal.unama.ac.id/index.php/jumanage/article/view/85
[6] S. Hintoro and A. F. Wijaya, "Analisis strategi bersaing pada Biznet Branch Salatiga menggunakan Porter’s Five Forces," J. Ekon. Manaj. Sist. Inf., vol. 2, no. 6, pp. 729–738, 2021, doi: 10.31933/jemsi.v2i6.
[7] P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson Education, 2016.
[8] F. W. Mamonto, W. J. F. A. Tumbuan, and M. H. Rogi, "Analisis faktor-faktor bauran pemasaran (4P) terhadap keputusan pembelian pada rumah makan Podomoro Poigar di era normal baru," J. EMBA, vol. 9, no. 2, 2021.
[9] F. Nurrisaa, D. Hermina, and N. Norlaila, "Pendekatan kualitatif dalam penelitian: Strategi, tahapan, dan analisis data," J. Teknol. Pendidik. Pembelajaran, vol. 2, no. 3, pp. 793–800, 2025. [Online]. Available: https://jurnal.kopusindo.com/index.php/jtpp/article/view/581
[10] F. T. Nuryani, N. Nurkesuma, and B. Hadibrata, "Korelasi keputusan pembelian: Kualitas produk, persepsi harga dan promosi (literature review manajemen pemasaran)," J. Ekon. Manaj. Sist. Inf., vol. 3, no. 4, pp. 452–462, 2022.
[11] N. Pranadita, R. Hurriyati, and P. D. Dirgantari, "Pengaruh hukum terhadap lima kekuatan persaingan terkait dengan perumusan strategi bersaing menurut Michael E. Porter," J. Manaj. Organ., vol. 12, no. 1, pp. 51–66, 2021, doi: 10.29244/jmo.v12i1.33986.
[12] D. Puspitasari, E. Z. Ridwan, E. Rahmawati, F. K. K. Illahi, and G. Alsakinah, "Tinjauan dampak persaingan toko ritel antara Indomaret dan Alfamart terhadap preferensi konsumen di Kabupaten Kuningan," LETTERLIJK, J. Huk. Perdata, vol. 1, no. 1, 2024. [Online]. Available: https://journal.fhukum.uniku.ac.id/letterlijk/index
[13] D. Rahmawati, "Dampak ritel modern terhadap ritel tradisional di Indonesia," J. Ekon. Bisnis, vol. 10, no. 1, pp. 45–55, 2022.
[14] S. U. Rahmawati, et al., "Analisis penggunaan aplikasi Poinku sebagai daya tarik dan fasilitas belanja di Indomaret Sulursari," J. Samudra Ekon. Bisnis, 2023. [Online]. Available: https://www.researchgate.net/publication/368256989
[15] A. M. Siregar and N. Aslami, "Analisis faktor-faktor perilaku konsumen terhadap keputusan pembelian," Mimbar Kampus, J. Pendidik. Agama Islam, vol. 21, no. 2, pp. 96–103, 2022.
[16] T. Suryani and H. Hendri, "Retail modern di Indonesia: Tren perkembangan dan strategi pemasaran," J. Manaj. Bisnis, vol. 8, no. 2, pp. 112–121, 2021.
Published
2025-12-28
How to Cite
CHINTIA, Ayu et al.
PERSAINGAN HARGA DAN STRATEGI PROMOSI PADA RITEL MODERN: STUDI INDOMARET DAN ALFAMART.
Jurnal Ekonomi dan Bisnis (EK&BI), [S.l.], v. 8, n. 2, p. 377-382, dec. 2025.
ISSN 2621-4695.
Available at: <https://jurnal.murnisadar.ac.id/index.php?journal=EKBI&page=article&op=view&path%5B%5D=2447>. Date accessed: 16 may 2026.
doi: https://doi.org/10.37600/ek&bi.v8i2.2447.
Issue
Section
Articles
