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All Journal Keizai
Seliwati, Resa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Keputusan Pembelian Konsumen di Matahari Citimall Sampit: Produk, Harga, dan Promosi Seliwati, Resa
Keizai Vol 3, No 2 (2022): September-Februari
Publisher : Universitas Darwan Ali

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (590.892 KB) | DOI: 10.56589/keizai.v3i2.288

Abstract

The research aims to find out whether product, price, and promotion influence purchasing decisions. Matahari Citimall rarely carries out promotions on social media such as discounts so people are not aware of marketing information. This study used a quantitative methodology, with a sample of 100 respondents. This survey collects product, price, promotion, and purchase decision data using a Likert scale. This study uses a multiple linear regression approach using SPSS Version 22 software. Based on the results of this study, purchasing decision behavior is not formed by price variables, but by products and promotions. Therefore, Matahari Citimall should maintain the quality of the products they sell and increase the display of promotions through Instagram and SMS media.
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