The Impact of Discount Promotion on Brand Exclusivity and Customer Perceived Quality in High-End Japanese Restaurants in Jakarta

This study analyses the influence of discount promotions on the exclusivity of a brand and the perceived quality of a high-end Japanese restaurant in Jakarta. The objectives of this study consist of evaluating the impact of discounts on brand exclusivity and perceived quality, investigating the correlation between brand exclusivity and perceived quality, and analyzing the moderating impact of discount promotions on this correlation. Utilizing a quantitative approach, an online survey employing convenience sampling was conducted. The data was processed using statistical analyses such as paired t-tests, Pearson correlation, and moderation analysis in SPSS. The findings indicate that the utilization of discount promotions reduces both the exclusivity of the brand and the perceived quality of customers. Furthermore, a direct relationship between brand exclusivity and perceived quality is established, with a more pronounced association detected before the implementation of discounts. The results of this study highlight the side effects of discount implementation to a restaurant’s brand exclusivity and perceived quality.