Promosi dan Harga terhadap Keputusan Pembelian

  • Faridah Faridah Politeknik LP3I Jakarta
  • Nurlina Nurlina Politeknik LP3I Jakarta
  • Retno Widowati Politeknik LP3I Jakarta

Abstract

The purpose of this study is to analyze the influence of promotions and prices on buying decisions at Traveloka Agents. This research method is descriptive quantitative. Interpretation of the data is processed using SPSS 25 statistics. The research model uses Multiple Regression Analysis to test the effect value of promotion (X1) and price (X2) on purchasing decisions. The analysis technique used is validity test, reliability test, and t-test and F-test. The results show that simultaneously there is an influence between promotion and price according to the correlation test with an R value of 0.440 or 44% in the medium category. This implies that the effect of variables X1 and X2 simultaneously on variable Y is 44%. Based on the T test, the results obtained are: a) the sig value of the promotion variable on purchasing decisions has a significant value of 0.499 > 0.05, and the value of t count < t table is 0.679 < 1.9916; b) the price variable on purchasing decisions has a significant value of 0.000 <0.05, and the t count > t table is 4.332 > 1.9916. Conclusion, a) there is no relationship between promotion variable and buying decision; b) there is an influence between price and purchase quality; c) Simultaneously, there is an influence between promotion and price with purchasing decisions, so it indicates the promotion given and the price is affordable and accepted by consumers. Keywords: Price, Purchase Decision, Promotion

References

Akbar, M. F., & Haryoko, U. B. (2020). Pengaruh Promosi dan Harga terhadap Keputusan Pembelian dan Dampaknya terhadap Kepuasan Pelanggan pada Alfamart Cabang Cikokol Tangerang. Jurnal Ekonomi Efektif, 2(2), 280–286. https://doi.org/10.32493/jee.v2i2.4170

Gunarsih, C. M., Kalangi, J. A. F., & Tamengkel, L. F. (2021). Pengaruh Harga terhadap Keputusan Pembelian Konsumen di Toko Pelita Jaya Buyungon Amurang. Productivity, 2(1), 69–72. https://ejournal.unsrat.ac.id/index.php/productivity/article/view/32911/31075

Halim, N. R., & Iskandar, D. A. (2019). Pengaruh Kualitas Produk, Harga dan Strategi Promosi Terhadap Minat Beli. Jurnal Ilmu dan Riset, 4(3), 415–424. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/2605

Jamarnis, S., & Susanti, F. (2019). Pegaruh Harga dan Periklanan Melalui Internet terhadap Keputusan Pembelian Produk Sabun Merek Lux pada Mahasiswa STIE “KBP” Padang. Jurnal Manajemen Teori dan Terapan, 2(1), 1–10. https://osf.io/preprints/inarxiv/xz3d8/

Nasution, A. E., Putri, L. P., & Lesmana, M. T. (2019). Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen terhadap Keputusan Pembelian Konsumen pada 212 Mart di Kota Medan. Proseding Seminar Nasional Kewirausahaan, 1(1), 194–199. http://jurnal.umsu.ac.id/index.php/snk/article/view/3594/3325

Pasaribu, R. F. A., Sanipar, I. L., Siagina, Y. F., & Sartika, V. (2019). Pengaruh Promosi dan Harga terhadap Keputusan Pembelian Produk Soyjoy PT. Amerta Indah Otsuka Kota Medan. Jurnal Manajemen, 5(1), 45-52. https://ejournal.lmiimedan.net/index.php/jm/article/view/52

Rosida, R., & Haryanti, I. (2020). Pengaruh Promosi Online dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Nithalian Collection Bima). JBE, 1(2), 150-160. https://ejurnal.seminar-id.com/index.php/jbe/article/view/235

Shaid, N. J. (2022). Apa Itu Promosi: Pengertian, Tujuan, Jenis, dan Fungsinya Artikel ini telah tayang di Kompas.com dengan judul “Apa Itu Promosi: Pengertian, Tujuan, Jenis, dan Fungsinya”. https://money.kompas.com/read/2022/02/19/181905526/apa-itu-promosi-.

Sakka, F. U. (2022). Pengaruh Promosi dan Harga terhadap Keputusan Pembelian pada Marketplace Tokopedia dengan Kepercayaan Sebagai Variabel Mediasi. Jurnal Ekonomi dan Bisnis, 11(2), 489–492. https://doi.org/hhttps://doi.org/10.34308/eqien.v11i02.937

Tulangow, S. G., Tumbel, T. M., & Walangitan, O. F. C. (2019). Pengaruh Promosi dan Harga terhadap Keputusan pada Pembelian PT. Shopee International Indonesia di Kota Manado. Jurnal Administrasi Bisnis, 9(3), 35. https://doi.org/10.35797/jab.9.3.2019.25129.35-43

Widodo, A. S., & Wardani, S. (2020). Pengaruh Promosi dan Penetapan Harga terhadap Keputusan Pembelian Produk Cendo. Jurnal Pemasaran Kompetitif, 3(2), 62-67. https://doi.org/10.32493/jpkpk.v3i2.4496
Published
2023-04-10
How to Cite
Faridah, F., Nurlina, N., & Widowati, R. (2023). Promosi dan Harga terhadap Keputusan Pembelian. Journal of Management and Bussines (JOMB), 5(1), 258-267. https://doi.org/https://doi.org/10.31539/jomb.v5i1.4547
Abstract viewed = 31 times
pdf downloaded = 37 times