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All Journal JURNAL AKADEMIK EKONOMI DAN MANAJEMEN
Ni Putu Ayu Sri Dewi Andayani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN DI SUBUR FASHION CENTER Ni Putu Ayu Sri Dewi Andayani; Febsri Susanti
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 1 No. 4 (2024): Desember
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v1i4.3372

Abstract

This study aims to analyze the influence of promotion and price on purchasing decisions for beauty products at Subur Fashion Center. The research uses a quantitative method, with data collected through questionnaires distributed to consumers. Data analysis techniques include validity tests, reliability tests, multiple linear regression analysis, and t-tests to examine the effect of each variable. The results indicate that promotion and price significantly influence purchasing decisions. Attractive promotions increase consumer buying interest, while competitive pricing creates positive perceptions of product value. The effective combination of promotion and pricing positively impacts consumer purchasing decisions. This study suggests that Subur Fashion Center should continuously optimize its promotion strategies and pricing policies to enhance product attractiveness and customer satisfaction.
Co-Authors Susanti, Febsri