Kontigensi: Jurnal Ilmiah Manajemen
Vol 9 No 1 (2021): Kontigensi: Jurnal Ilmiah Manajemen

The Influence of Price, Marketing Strategy, and Creativity on Purchase Decisions at PT. Terbit Terang Medan

Cindy Eka Rivanni (Universitas Prima Indonesia, Kota Medan, Sumatera Utara, Indonesia)
Andi Susanto Zamili (Universitas Prima Indonesia, Kota Medan, Sumatera Utara, Indonesia)
Debora Intan Yosephine (Universitas Prima Indonesia, Kota Medan, Sumatera Utara, Indonesia)
Rosinta Romauli Situmeang (Universitas Prima Indonesia, Kota Medan, Sumatera Utara, Indonesia)

Article Info

Publish Date
01 Jun 2021

Abstract

This study aims to determine the effect of price, marketing strategy, and creativity on purchasing decisions at PT. Terbit Terang Medan. Data collection using a questionnaire, multiple linear regression analysis models. The study results show that price, marketing strategy, and creativity affect purchasing decisions at PT. Terbit Terang Medan with a coefficient of determination R square 0.547. Price partially influences purchasing decisions with a coefficient value of 0.710; Marketing Strategy partially affects 0.038, creativity partially affects purchasing decisions with a coefficient value of 0.282, The dominant factor influencing purchasing decisions is price.

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Journal Info
Kontigensi: Jurnal Ilmiah Manajemen
Website

Abbrev

JIMK

Publisher

Universitas Pasundan

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

Description

The scope of Kontigensi: Jurnal Ilmiah Manajemen journal covering the field Business and Management. Topic related to these fields can be Business and Management, entrepreneurship, finance, and financial services, human resource management, marketing, industrial relations, insurance, intellectual ...