Danadyaksa: Post Modern Economy Journal
Vol. 4 No. 1 (2026): Post Modern Economy Journal

The Influence of Price and Promotion on Purchase Decisions at Manja Space Cafe, Sintang Regency

Yudi Pandra (Universitas Muhammadiyah Pontianak, Pontianak, Indonesia)
Yasir Hudzaifah (Universitas Muhammadiyah Pontianak, Pontianak, Indonesia)
Joko Susilo (Universitas Muhammadiyah Pontianak, Pontianak, Indonesia)

Article Info

Publish Date
17 Aug 2026

Abstract

This study aims to analyze the influence of price and promotion on consumer purchase decisions at Manja Space Cafe, Sintang Regency. The sample consisted of 100 respondents selected through purposive sampling specifically, consumers above 18 years of age who make independent purchase decisions. The findings indicate that both price and promotion have a significant effect, either partially or simultaneously, on purchase decisions. The R² value of 80.7% indicates that promotion exerts a more dominant influence than price. These findings affirm the critical importance of implementing appropriate promotional and pricing strategies in driving consumer purchase decisions.

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Journal Info
Danadyaksa: Post Modern Economy Journal
Website

Abbrev

danadyaksa

Publisher

Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Danadyaksa: Post Modern Economy Journal is an open-access, peer-reviewed journal whose objective is to publish original research papers related to the economy, Sharia economy, and business issues. This journal is also dedicated to disseminating the published articles freely for international ...