PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

The research aims to determine the influence of promotions and prices on consumer purchasing decisions at the Turen Desktop Computer Store, Malang Regency, East Java.
The type of research used is quantitative explanatory research. The data processed is the
result of distributing questionnaires to 74 customers of the Desktop Computer Shop in Turen, Malang Regency, East Java.
The data analysis technique used in this research is multiple linear regression. To explain the description of research related to the hypothesis using analysis: Validity Test, Reliability Test, t Test (Partial), F Test (Simultaneous), Determination Coefficient Test (R2). Based on the results of data analysis for the t test significance test, it shows that the Promotion (X1) and Price (X2) variables partially have a positive and significant effect on Consumer Purchasing Decisions and also the results of data analysis for the F test significance test show that the Promotion (X1) and Price variables (X2) simultaneously also has a positive and significant effect on Consumer Purchasing Decisions at Desktop Computer Stores in Turen, Malang Regency, East Java