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Journal : The Eastasouth Management and Business

Analysis of the Influence of Prices and Promotions on Consumer Behavior in Decision Making for Study Program Selection at Universitas Dhyana Pura Sukmawati, Mia Dana; Joko Adinegara, I Gusti Ngurah; Komalasari, Yeyen; Trimurti, Christimulia Purnama
The Eastasouth Management and Business Vol. 2 No. 03 (2024): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v2i03.267

Abstract

The study aims to analyze the influence of prices and promotions on consumer behaviour, and how consumers' behaviours influence consumer decisions in decision making choosing a study program at Universitas Dhyana Pura. The research methods used in this research are quantitative methods and associative research designs. The total sample in this study was 97 respondents. Data collection techniques are questionnaires, observations and interviews (Path analysis). Research results show that prices and promotions have a significant and positive influence on consumer behavior. Prices also have a significant positive influence on decision-making for the selection of study programmes at Universitas Dhyana Pura. Promotions have a positive but non-significant impact on the choice of study programme decisions at the University. In addition, prices and promotions have a positive and significant influence on the decision to choose a course of study through consumer behavior mediation, which suggests that competitive pricing strategies and effective promotions can influence consumers' behaviour in choosing a course at Universitas Dhyana Pura.
Co-Authors ., Komalawati Adi Putra, I Gede Krisna Dharmana Andi Sintia Yulianto Antara, I Ketut Ady Merta Artaningrum, Rai G. Arycha Sheren Astuti, Kadek Ayu Puja Bagus Oka Frenky Saputra Cecep Pahrudin Damayanti, Putu Mira Debel, Gede Bagus Ivan Suartika Dermawan Waruwu Dermawan Wuruwu DEWI, Dewa Ayu Dwi Sukma Dewi, Putu Silvia Elviera Dwi Puja Sastra Eka Putri Suryantari Febby Ica Cahyani Fitria Ariyani Ganung, Maria Ofin Ginting, Maria Fransiska Gusti Ngurah Joko Adi Negara Hartanto, Ignatius Edbert I Gede Agus Mertayasa I Gede Mertayasa I Gusti Bagus Rai Utama I Made Darmayasa I Made Dwi Wira Ardana I Made Yoga Adnyana I Nyoman Tingkes I Nyoman Tri Arjana I Putu Darmawijaya I Wayan Benyamin Eddy Yulianto I Wayan Ruspendi Junaedi IWK Teja Sukmana Joko Adinegara, I Gusti Ngurah Kadek Fransiska Kharisma Oktarina Komang Trianta Komang Trianta Komang Yuda Widiarta Krismawintari, N.P.D. Lia Sukma Dewi Made Selvia Marchella Magdalena F Mariano Putra Denay Kantu MARTINIASIH, Putu Mas Mertayasa, I Gede Agus Mrs Komalawati Nainggolan, Gilbert Negara, Gusti Ngurah Joko Adi Ni Kadek Dian Cintya Dewi Ni Luh Putu Ari Santi Dewi Ni Luh Putu Deva Yanti Ni Luh Putu Sri Purnama Pradnyani Ni Luh Putu Suarmi Sri Patni Ni Made Diana Erfiani Ni Made Laksmi Kusuma Dewi Ni Putu Elika Crusita Dewi3 Ni Wayan Nursini Nita Naga Octavia Nunung Ayu Sofiati Pawitri, Ni Nyoman Herlina Maha Prakasa, Made Bagus Prasetyo, Ananda Putu Brigita Ayu Melani Putu Chris Susanto Putu Dicky Fernaldi Setiawan Putu Mas Martiniasih Putu Suarmi Sri Patni R Tri PriyonoBudi Santoso R. Tri Priyono Budi Santoso Regita Putri Wardani Rintis Eko Widodo Rondonuwu, Jilian M. Sang Made Widhi Wiguna SANTOSO, R Tri Priyono Budi Santoso, R. Tri Priyono Budi Saputra, Bagus Oka Frenky Sukmawati, Mia Dana Sulestiyorini, Christina Rosalia Utami, Luh Putu Sulistya Ari Widiyantara, I Gede Agus Windayanti, Putu Ayu Wirnawan, I Wayan Agus Yantini, Ni Putu Dewi Yeyen Komalasari Yulianto, I Wayan Benyamin Eddy Yurianta, I Wayan Dedik