PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PIZZA DOMINOS
Keywords:
Price, Promotion, Purchasing DecisionAbstract
This study aims to determine the effect of price and promotion on purchasing decisions at Domino's Pizza. The research method used is quantitative, with data collected through questionnaires from 30 respondents who are Domino's Pizza customers. The results show that price and promotion have a significant effect on purchasing decisions, both partially and simultaneously. The R Square value of 0.742 indicates that 74.2% of purchasing decisions are influenced by price and promotion. Domino's Pizza is advised to maintain competitive pricing and improve promotional effectiveness to boost customer purchasing
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