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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Imani, Amalia Rahma
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Decision Sciences, Operations Research & Management

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The Power of Price and Promotion: Understanding What Drives Purchases at Renjeolmies.id Imani, Amalia Rahma; Kurniawati, Desi Tri
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.08

Abstract

This research aims to analyze and explain the influence of prices and promotions on purchasing decisions on Renjeolmies.id business. This type of research is an explanatory with a quantitative approach to testing the causality relationship between independent variables and dependent variables. The study used a sample of 131 people from a population of 131 consumers at the Renjeolmies.id business. Sampling using nonprobability sampling techniques using saturated samples. The data analysis techniques used in this study are double linear regression analysis supported by instrument testing, classical assumption testing, and statistical testing. The hypothesis test is performed with the t test to find out the relationship between independent variables and dependent variables through the IBM SPSS 29 program. Research results show that prices and promotions have a significant positive influence on purchasing decisions. Thus, Renjeolmies.id is expected to be able to improve price variables and promotions so that it can improve purchasing decisions on consumers.
Co-Authors Desi Tri Kurniawati