Pengaruh Promosi Penjualan dan Harga Terhadap Keputusan Pembelian Pada Konsumen Cititex Jember

Abstract

This study aims to determine and analyze the effect of sales promotion and price on purchasing decisions on Cititex Jember consumers. The method of collecting data for this study uses a questionnaire. This study uses a quantitative research approach. This study uses a non-probability-sampling method. The sampling technique in this study uses a purposive sampling technique. This study uses multiple linear regression analysis techniques with analysis tools, namely IBM SPSS statistic 25. And result of this research show that Sales promotion has a positive effect on purchasing decisions, price has a positive effect on purchasing decisions, and sales promotion and price have a positive effect on purchasing decisions on Cititex Jember consumers. Further researchers can develop this study by adding other variables that may not have been in this study such as marketing strategies and product diversity variables.