PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS
Vol. 1 No. 2 (2022): August

THE EFFECT OF PRICE AND PROMOTION ON PURCHASE DECISION AT BAKPIA KURNIA SARI

Sjukun Sjukun (STIE Professional Manajemen College Indonesia, Medan)
Lalu Supardin (Universitas Sarjanawiyata Tamansiswa, Yogyakarta)
Yusuf Taufik (STIE Professional Manajemen College Indonesia, Medan)

Article Info

Publish Date
25 Aug 2022

Abstract

This study aims to examine the effect of price and promotion on purchase decision at Bakpia Kurnia Sari. The respondents in this study were consumers in Yogyakarta. The number of respondents in this study were 100 respondents. Sampling was done by purposive sampling technique. This study uses multiple linear regression analysis technique with SPSS as an analytical tool. The results of the multiple linear regression test show that: 1) Price partially has a significant effect on purchase decision at Bakpia Kurnia Sari. 2) Promotion partially has a significant effect on purchase decision at Bakpia Kurnia Sari.

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Journal Info
PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS
Website

Abbrev

PENANOMICS

Publisher

Yayasan Pusat Cendekiawan Intelektual Nusantara

Subject

Economics, Econometrics & Finance

Description

PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS (ISSN: 2829-601X) published every three months (April, August, December) is a peer-reviewed journal in the fields of Economics and Business and Social Sciences and their applications. Specifically, the journal covers topics in Economics, Business, ...