<![CDATA[This study aims to examine the effect of promotion on the purchasing decisions of Yamaha motorcycles in Makassar City, with price serving as a moderating variable at PT SJAM Pettarani dealership. The research employed a quantitative descriptive approach. The data used in this study were primary data collected through questionnaires and a literature review. The data were analyzed using validity and reliability tests, classical assumption tests, and hypothesis testing with the assistance of SPSS software. The results indicate that promotion has a positive and significant effect on purchasing decisions at PT SJAM Pettarani, suggesting that promotional activities provide strong prospects as an effective marketing strategy. Furthermore, the findings reveal that price does not strengthen the relationship between promotion and purchasing decisions at PT SJAM Pettarani. Instead, price acts as an intervening factor because it is closely related to consumers' purchasing power. Affordable prices encourage consumers not only to respond positively to promotional activities but also to purchase products that are offered at lower prices compared to similar competing products. Keywords: Promotion; Purchasing Decision; Price.]]>
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