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All Journal Kontigensi: Jurnal Ilmiah Manajemen
Andi Susanto Zamili
Universitas Prima Indonesia, Kota Medan, Sumatera Utara, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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The Influence of Price, Marketing Strategy, and Creativity on Purchase Decisions at PT. Terbit Terang Medan Cindy Eka Rivanni; Andi Susanto Zamili; Debora Intan Yosephine; Rosinta Romauli Situmeang
Kontigensi : Jurnal Ilmiah Manajemen Vol 9 No 1 (2021): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v9i1.143

Abstract

This study aims to determine the effect of price, marketing strategy, and creativity on purchasing decisions at PT. Terbit Terang Medan. Data collection using a questionnaire, multiple linear regression analysis models. The study results show that price, marketing strategy, and creativity affect purchasing decisions at PT. Terbit Terang Medan with a coefficient of determination R square 0.547. Price partially influences purchasing decisions with a coefficient value of 0.710; Marketing Strategy partially affects 0.038, creativity partially affects purchasing decisions with a coefficient value of 0.282, The dominant factor influencing purchasing decisions is price.
Co-Authors Cindy Eka Rivanni Debora Intan Yosephine Rosinta Romauli Situmeang