PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK CHATIME

Authors

  • Dias Amanda Putri Politeknik LP3I Jakarta
  • Euis Winarti Politeknik LP3I Jakarta
  • Jaenudin Akhmad Politeknik LP3I Jakarta

Keywords:

Price, Promotion, Purchase Decision, Chatime

Abstract

This study aims to determine the effect of price and promotion on purchasing decisions of Chatime products among university students. The research method used is a quantitative approach with data collected through a Google Form questionnaire. Respondents were active students who had purchased Chatime products. The analysis technique used was multiple linear regression. The results indicate that price and promotion significantly influence purchasing decisions both partially and simultaneously. Price has a significance value of 0.030 and promotion 0.010. These two variables explain 15% of the variance in purchasing decisions. The findings highlight the importance of pricing strategies and social media-based promotions in increasing consumer interest among young people

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Published

2022-05-27

Issue

Vol. 4 No. 1 (2022): JURNAL ADMINISTRASI BISNIS INTERNASIONAL (JAMBI), MEI 2022

Section

Jurnal Administrasi Bisnis Internasional

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