Promosi dan Harga sebagai Faktor Penentu Keputusan Pembelian Konsumen
Keywords:
promosi, harga produk, keputusan pembelian, perilaku konsumen, pemasaranAbstract
This study aims to analyze the effect of promotion and product price on consumer purchasing decisions. Promotion and price are essential elements of the marketing mix that play a significant role in shaping consumer perceptions and behavior. This research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to 100 respondents who had previously purchased the product. The data analysis technique employed was multiple linear regression analysis using statistical software. The results indicate that promotion has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.412 and a significance value of 0.000. Product price also has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.367 and a significance value of 0.000
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