Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Konsumen Pada Mini Market Joysmart Sleman

Muhammad Fitriyanto Saputra

Abstract


The sales level of a product can indicate consumer purchasing decisions. Based on data from Joysmart Sleman mini requests and employee interviews, sales of Joysmart Sleman mini requests have decreased in recent years. This research aims to determine the influence of promotions and prices on purchasing decisions. The type of research used is explanatory research using questionnaire data collection techniques. The method used in This research is quantitative. The population used in this research is consumers who shop and the large sample in this research is 100 consumers of the Joysmart Sleman Minimarket using the Axidental slice method. The methods used in this research include validity tests, reliability tests, normality tests, multiple regression analysis techniques, and analysis of the coefficient of determination, t-test, and F test. The research results show that Promotion influences consumer purchasing decisions, Price influences purchasing decisions, and Promotion and price simultaneously influence consumer purchasing decisions. Related sellers can use the results of this research as material for consideration to increase sales by improving consumer purchasing decisions.

Keywords


Promotions, Prices, Purchasing Decisions

Full Text:

PDF

References


Abdurrahman, G. (2014). Analisis Pengaruh Harga, Promosi, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Pengguna Jasa Penerbangan Pt. Garuda Indonesia Di Semarang). Semarang: Universitas Diponegoro.

Adwimurti, Y., & Sumarhadi, S. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Dengan Kualitas Produk Sebagai Variabel Moderasi. Jurnal Manajemen Dan Bisnis, 3, 74–90.

https://doi.org/10.32509/jmb.v3i1.3070

Amril, D., & Heryanto. (2020). Pengaruh Kemasan, Harga, Promosi dan Perceived Value Terhadap Keputusan Pembelian Pada Usaha Makanan Ringan 88 Solok. Technium Social Sciences, 8(1), 489–498.

Dewi, N. K. A. S., & Wulandari, N. L. A. A. (2021). Pengaruh Kualitas Produk, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Di Hidden Garden Agro Cafe Baturiti Tabanan Bali. WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 1(2), 717–728.

Febrinaz, F. (2018). Pengaruh Kualitas Produk. Harga Dan Promosi Terhadap Keputusan Pembelian Laptop Asus Pada Mahasiswa (i) Fakultas Ekonomi.

Gerung, C. J., Sepang, J., & Loindong, S. (2021). Pengaruh Kualiatas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Mobil Nissan X-Trail Pada PT. Wahana Wirawan Manado. Jurnal EMBA, 5(2), 2221–2229.

Ghozali, I. (2017). Aplikasi Analisis Multivariate dengan Program SPSS. Badan Penerbit UNDIP.

Hasbi, H. S., & Apriliani, R. A. E. P. (2021a). Pengaruh Promosi, Harga, Kulitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Konsumen. Journal of Economic, Business and Engineering (JEBE), 2(2), 365–371.

Hasbi, H. S., & Apriliani, R. A. E. P. (2021b). Pengaruh Promosi, Harga, Kulitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Konsumen. Journal of Economic, Business and Engineering (JEBE), 2(2), 365–371.

Irawan, R., Nawangsih, N., & Sulistyan, R. B. (2019). Pengaruh Promosi, Produk dan Harga terhadap Keputusan Pembelian Produk Onderdil Astra Honda Motor (AHM) pada UD. Rasa Motor di Lumajang. Jobman: Journal of Organization and Bussines Management, 1(3), 121–129.

Keloay, G., Rumawas, W., & Asaloei, S. (2019). Pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan konsumen pada Rumah Makan Dabu-Dabu Iris Fresh Wenang Manado. JURNAL ADMINISTRASI BISNIS (JAB), 8(2), 26–33.

Kotler, P. (2018). Prinsip-Prinsip Pemasaran. Erlangga.

Kotler, P., & Armstrong, G. (2014). Principle of Markeing (15th ed.). Pearson Pretice Hall.

Kotler, P., & Armstrong, G. (2016). Prinsi-prinsip Pemasaran. (13th ed., Vol. 1). Erlangga.

Mbete, G., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5, 100. https://doi.org/10.32493/informatika.v5i2.4946

Nizar Ganim, S., Nobelson, & Pusporini. (2021). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Keputusan Pembelian Perlengkapan Olahraga Reebok (Vol. 2).

Sugiyono. (2022). Metode Penelitian Kuantitatif Kualitatif dan R&D. In Alfabeta, Bandung.

Tjiptono, F. (2015). Strategi Pemasaran, edisi keempat. In Yogyakarta: CV Andi Offset.




DOI: https://doi.org/10.31294/eco.v8i2.21656

Copyright (c) 2024 Muhammad Fitriyanto Saputra

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

ISSN: 2355-0295 || EISSN: 2549-8932

-----------------------

Indexed by:

 
 
dipublikasikan oleh LPPM Universitas Bina Sarana Informatika dengan dukungan Relawan Jurnal Indonesia

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License