THE EFFECT OF PRICES AND PROMOTIONS ON PURCHASING DECISIONS AT PT PUTRA USAHA MANDIRI

THE EFFECT OF PRICES AND PROMOTIONS ON PURCHASING DECISIONS AT PT PUTRA USAHA MANDIRI

Price, Promotion, Purchase Decision

This study was conducted with the aim of seeing the influence of prices and promotions on consumers' purchasing decisions. The object of the study is PT Putra Usaha Mandiri. Respondents in this study were corporate consumers. The samples in this study were calculated using the slovin formula. So that the number of samples was obtained as many as 92 respondents. Data collection was carried out by distributing questionnaires to respondents. The results of this study are that price has a significant effect on consumers' purchasing decisions, promotion has a significant effect on consumers' purchasing decisions, and prices and promotions simultaneously have a significant effect on consumers' purchasing decisions. The value of R Square is 0.840 or 84%. This means that prices and promotions are able to explain consumers' purchasing decisions by 84%, while the remaining 16% is explained by other factors that are not included in this research model.

Hendri Herman1, Joko Suprayetno2, Heryani Witiyastuty3

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024

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