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All Journal Bussman Journal : Indonesian Journal of Business and Management
Daniswara, Fajar Nizar
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Economics, Econometrics & Finance

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PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING Daniswara, Fajar Nizar; Gultom, Henry Casandra; Akbar, Shofif Sobaruddin
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.442

Abstract

This study aims to analyze the influence of price perception and promotion on purchasing decisions, with purchase intention as an intervening variable among Demakshoes consumers in Demak Regency. Demakshoes experiences instability and declining sales in certain months. This study used a quantitative approach with data collection techniques through distributing questionnaires to 96 respondents, who are Demakshoes consumers. Data analysis was conducted using the Structural Equation Modeling (SEM) method with the assistance of SmartPLS software. The results show that price perception and promotion significantly influence purchase intention. Price perception significantly influences purchase decisions. Promotion does not influence purchase decisions. Purchase intention significantly influences purchase decisions. Price perception and promotion influence purchase decisions through purchase intention as an intervening variable
Co-Authors Gultom, Henry Casandra Shofif Sobaruddin Akbar