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All Journal Danadyaksa: Post Modern Economy Journal
Yudi Pandra
Universitas Muhammadiyah Pontianak, Pontianak, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Price and Promotion on Purchase Decisions at Manja Space Cafe, Sintang Regency Yudi Pandra; Yasir Hudzaifah; Joko Susilo
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.395

Abstract

This study aims to analyze the influence of price and promotion on consumer purchase decisions at Manja Space Cafe, Sintang Regency. The sample consisted of 100 respondents selected through purposive sampling specifically, consumers above 18 years of age who make independent purchase decisions. The findings indicate that both price and promotion have a significant effect, either partially or simultaneously, on purchase decisions. The R² value of 80.7% indicates that promotion exerts a more dominant influence than price. These findings affirm the critical importance of implementing appropriate promotional and pricing strategies in driving consumer purchase decisions.
Co-Authors Joko Susilo Yasir Hudzaifah