Pengaruh Promosi dan Harga Terhadap Keputusan Pembelian Produk Pada Kopi Kenangan di Kota Serang

Abstract

This research is motivated by the importance of understanding consumer behavior in purchasing decisions through marketing factors. The main objective of this study is to analyze and explain the influence of Promotion (X1) and Price (X2) on Purchase Decisions (Y), both partially and simultaneously. The method used is a quantitative approach with an associative research type. Data were collected through questionnaires distributed to 101 respondents (based on df=98+2+1). Data analysis techniques used multiple linear regression, classical assumption tests, and hypothesis testing through T-test and F-test with the help of SPSS software. The partial results show that the Promotion variable (X1) has a t-count of -0.599 with a significance level of 0.551 > 0.05, indicating no significant effect on Purchase Decisions. The Price variable (X2) has a t-count of -0.108 with a significance level of 0.914 > 0.05, indicating no significant partial effect either. The simultaneous test through the F-test produced an F-count of 0.345 with a significance level of 0.709 > 0.05, concluding that Promotion and Price together do not significantly influence Purchase Decisions. These results imply that consumers do not consider price or promotion intensity as the main consideration, so the company needs to evaluate other factors such as product quality or brand image to increase purchasing figures.