Hubungan Strategi Promosi dan Harga Produk terhadap Perilaku Konsumen dalam Pembelian
Kata Kunci:
promotion, product price, purchasing decision, consumer behavior, marketingAbstrak
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. Simultaneously, promotion and price significantly affect consumer purchasing decisions, as indicated by an F-value of 56.732 and a coefficient of determination of 62.8%. These findings suggest that effective promotional strategies and appropriate pricing policies can enhance consumer purchasing decisions. This study is expected to provide useful insights for companies in formulating effective marketing strategies
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