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All Journal Jurnal Administrasi Bisnis Journal of Economic, Bussines and Accounting (COSTING) eCo-Buss Enrichment : Journal of Management Madaniya Unri Conference Series: Community Engagement eCo-Fin Innovative: Journal Of Social Science Research Taawun: Jurnal Pengabdian kepada Masyarakat
Lie Othman
Universitas Riau
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Enrichment : Journal of Management

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The Effect of Pricing and Promotion on Consumer Purchase Decisions of Suzuki Car at PT. Sejahtera Buana Trada Suzuki Mobil Pekanbaru Mashur Fadli; Meyzi Heriyanto; Lie Othman
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

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Abstract

This study aims to determine the effect of pricing and promotion on consumer purchasing decisions to determine whether pricing and promotion are effective as a marketing strategy in improving consumer purchasing decisions at Suzuki Car Dealer Companies in Pekanbaru. This study uses quantitative methods with the type of explanatory research, and uses primary data. Data was collected through a questionnaire consisting of 28 questions. The sample consists of 100 consumer respondents from a population of 100 consumers using purposive sampling technique. Research data were collected using a questionnaire that was measured using a Likert scale and processed using multiple regression statistical analysis techniques through SPSS version 25.0. The results of the study found that: 1) Pricing and promotion have a significant effect on consumer purchasing decisions, 2) Pricing has a significant effect on consumer purchasing decisions,3) Promotion has a significant effect on consumer purchasing decisions. The implications of research, pricing and promotion as an effective marketing strategy in improving consumer purchasing decisions, either simultaneously or partially.
Co-Authors Annurul Fadilla Endang Sutrisna Evi betharia Fadli, Mashur Kasmiruddin Kasmiruddin Kasmirudin Kasmirudin Mariaty Ibrahim Meyzi Heriyanto Muhammad Luthfi Netalia Marliza Nidya Astantika Nurjanah Nurjanah Okta Karneli, Okta Ruzikna Ruzikna Saiman Pakpahan Sri Widiyanti Suryalena Suryalena Syofiatul Safitri Vioni Amisha Zaili Rusli