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All Journal Global Leadership Organizational Research in Management
Reynaldy Caesar Kampey
Politeknik Negeri Manado
Decision Sciences, Operations Research & Management Social Sciences

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Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Mobil Morris Garage pada Dealer MG Manado Reynaldy Caesar Kampey; Vekky Supit; Arief Perdana Kumaat
Global Leadership Organizational Research in Management Vol. 4 No. 4 (2026): Global Leadership Organizational Research in Management
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/glory.v4i4.4261

Abstract

This study aims to determine and analyze the influence of Price and Promotion, both partially and simultaneously, on purchasing decisions for Morris Garage (MG) cars at the MG Manado dealership (PT Sinar Galesong Group). The research employed an associative quantitative approach using a survey method. The population consisted of 120 consumers who had actively interacted with or purchased vehicles from the MG Manado dealership. A proportionate stratified random sampling technique was applied, and the sample size was determined using Slovin’s formula with a 10% margin of error, resulting in 55 respondents. Data were collected using a structured questionnaire with a Likert scale that had passed validity and reliability testing. Data analysis involved classical assumption tests, multiple linear regression, partial tests (t-test), simultaneous tests (F-test), and coefficient of determination (R²), assisted by IBM SPSS 26. The results show that Price has a positive and significant partial effect on purchasing decisions, with a significance value below 0.05. Promotion also has a positive and significant partial effect on purchasing decisions. Simultaneously, Price and Promotion significantly influence purchasing decisions for MG cars in Manado. The coefficient of determination indicates that Price and Promotion explain 79.4% of the variation in purchasing decisions, while the remaining 20.6% is influenced by other variables outside the model. Therefore, MG Manado management is advised to maintain competitive pricing strategies and strengthen educational digital promotions to optimize sales volume in North Sulawesi.
Co-Authors Arief Perdana Kumaat Vekky Supit