PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS DI MAHABATULLAH KOTA JAMBI)

M. Reza Gunawan, 1800861201067/2022 (2023) PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS DI MAHABATULLAH KOTA JAMBI). skripsi thesis, Universitas BATANGHARI Jambi.

Text (PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS DI MAHABATULLAH KOTA JAMBI)) M. REZA GUNAWAN 1800861201067.pdf - Published Version Download (2MB)

Abstract

ABSTRACT M. Reza Gunawan / 1800861201067/2022 / The Influence of Price and Promotion on Purchase Decisions (Case Study in Mahabattullah Jambi City) / Mrs. Hj. Susilawati, S.E., M.M. as Advisor 1 and Mrs. Anaseputri Jamira, S.E., M.M. as Advisor 2. Marketing management is very important for a company because marketing management manages all marketing needs. With the development of marketing, marketing needs a strategy to increase profits. In marketing, an important thing that must also be considered is how a store can improve purchasing decisions. Purchase decisions by consumers can be influenced by the price of a product. The purpose of this study is to describe the price, promotion and purchasing decisions of Muslim clothing in Mahabatullah Jambi City. In addition, this study was also conducted to partially analyze the effect of price and promotion on purchasing decisions for Muslim clothing in Mahabatullah Jambi City. The research method used in this research is descriptive and quantitative methods. The types of data used are primary data and secondary data. Data collection was done by observation and questionnaires. Sampling was carried out using the Incidental Sampling method so that 96 respondents were obtained. Data analysis using descriptive analysis and multiple linear regression analysis. The results showed that the prices at Mahabatullah Jambi City were in the good category, the store promotions for Mahabatullah Jambi City were in the good category, and the purchasing decisions for Mahabatullah Jambi City were in good condition. The test instrument is to fulfill the validity and reliability test so that the questionnaire is feasible to use. Then, the data met the regression assumption test, namely normality, autocorrelation, multicollinearity, and heteroscedasticity tests. The regression model shows that the price and promotion variables have a positive relationship to purchasing decisions. The t-test shows that the price and promotion variables have a partial effect on purchasing decisions in Mahabatullah Jambi City. The F-test shows that the price and promotion variables have a simultaneous effect on purchasing decisions in Mahabatullah Jambi City. The results of the determination coefficient test show that 26.3% of the price and promotion variables affect purchasing decisions in Mahabatullah Jambi City. Keywords: Price, Promotion, Purchase Decision

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