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All Journal Jurnal Manajemen DIVERSIFIKASI
Fadil Hanif Abdullah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi Dan Perilaku Konsumen Terhadap Keputusan Pembelian Fadil Hanif Abdullah; Yateno; Nina Lelawati
Jurnal Manajemen DIVERSIFIKASI Vol. 6 No. 3 (2026): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v6i3.6988

Abstract

This research aims to examine the influence of promotions and consumer behavior on purchasing decisions at the self-service Muhammadiyah Business Center (MBC) in Metro City. This research is quantitative. In this study, the population was consumers who had visited MBC Metro City, with a sample of 70 respondents. The sampling technique used was accidental sampling, with the criteria being consumers who had previously purchased at MBC Metro City and who were at least 17 years old. Primary data was obtained from distributing questionnaires to 70 MBC consumers. Data collection techniques in this research used questionnaires and documentation as well as multiple linear regression analysis. The results of the research show that Promotion has a partial and significant influence on Purchasing Decisions at the Muhammadiyah Business Center (MBC) in Metro City, Consumer Behavior has a partial and significant influence on Purchasing Decisions at the Muhammadiyah Business Center (MBC) in Metro City, and Promotion and Consumer Behavior simultaneous and significant influence on purchasing decisions at the Muhammadiyah Business Center (MBC) in Metro City.
Co-Authors Nina Lelawati Yateno