Pengaruh promosi dan persepsi harga terhadap keputusan pembelian wafer Tango di Tara Minimarket Surabaya
Article Sidebar
Price perception,
Purchase decision,
Minimarket
Main Article Content
Abstract
This study aims to see the influence of promotion and price perception as factors in purchasing decisions on Tango wafers at Tara Surabaya Minimarket. The approach used in this study uses a quantitative approach. The population in this study were consumers who had consumed Tango wafers. The sampling method used was the purposive sampling technique with a sample size of 45 respondents. The data used were primary data and secondary data. The data obtained were analyzed using the Partial Least Square (PLS) Technique. Based on the results of the study, it can be seen that promotion and price perception have a positive effect on purchasing decisions on Tango wafers at Tara Surabaya Minimarket. The results of this study indicate that promotion and price perception have a positive effect on purchasing decisions. So it can be concluded that the better the level of promotion, the higher the level of purchasing decisions, the lower the level of promotion, the lower the level of purchasing decisions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Amelia, R., Rakhmat, C., & Pauzy, D. M. (2022). Pengaruh persepsi harga dan promosi terhadap keputusan pembelian: Survei pada konsumen tjiawi café and eatery, kecamatan ciawi, kabupaten tasikmalaya. Ulil Albab: Jurnal Ilmiah Multidisiplin, 1(10), 3437–3443. https://journal-nusantara.com/index.php/JIM/article/view/676
Creswell, J. W. (2019). Pendekatan metode kualitatif, kuantitatif dan campuran (4th ed.). Pustaka Pelajar.
Ekasari, R., & Putri, T. A. (2021). Pengaruh kualitas pelayanan, persepsi harga, dan lokasi terhadap keputusan pembelian konsumen. Iqtishadequity Jurnal Manajemen, 3(2), 266–277. https://doi.org/10.51804/iej.v3i2.937
Ghozali, I. (2013). Aplikasi analisis multivariate dengan program spss.
Guntara, S. P. (2021). Pengaruh promosi terhadap keputusan pembeli seragam futsal pada toko focus konveksi di pekanbaru (Thesis). Universitas Islam Riau. https://repository.uir.ac.id/9572/
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://link.springer.com/article/10.1007/s11747-014-0403-8
Hussein, A. S. (2015). Penelitian bisnis dan manajemen menggunakan partial least squares dengan smartpls 3.0. Universitas Brawijaya, 1, 1–19. https://doi.org/10.1023/A:1023202519395
Kotler, P., & Amstrong, G. (2018). Prinsip-prinsip pemasaran. Erlangga.
Peter, J. P., & Olson, J. C. (2013). Perilaku konsumen dan strategi pemasaran terjemahan oleh Diah Tantri Dwiandani. Jakarta: Erlangga.
Poespa, A. A. R., Cahyono, R., & Martah, V. (2020). Pengaruh kualitas produk, persepsi harga, dan promosi terhadap keputusan pembelian lotion Marina. Iqtishadequity Jurnal Manajemen, 3(1), 212–223. https://doi.org/10.51804/iej.v3i1.931
Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan media sosial sebagai media promosi. Jurnal Common, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.1950
Putra, R. (2021). Determinasi kepuasan pelanggan dan loyalitas pelanggan terhadap kualitas produk, citra merek dan persepsi harga (Literature review manajemen pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 2(4), 516–524. https://doi.org/10.31933/jemsi.v2i4.461
Rosida, R., & Haryanti, I. (2020). Pengaruh promosi online dan persepsi harga terhadap keputusan pembelian (studi kasus pada nithalian collection bima). Journal of Business and Economics Research (JBE), 1(2), 150–160. https://doi.org/10.47065/jbe.v1i2.235
Senggetang, V., Mandey, S. L., & Moniharapon, S. (2019). Pengaruh lokasi, promosi dan persepsi harga terhadap keputusan pembelian konsumen pada perumahan kawanua emerald city manado. Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(1). https://doi.org/10.35794/emba.v7i1.22916
Sholeh, M., Rachmawati, R. Y., & Susanti, E. (2020). Penggunaan aplikasi Canva untuk membuat konten gambar pada media sosial sebagai upaya mempromosikan hasil produk UKM. Selaparang: Jurnal Pengabdian Masyarakat Berkemajuan, 4(1), 430–436. https://journal.ummat.ac.id/index.php/jpmb/article/view/2983
Suherman, A. W., & Hongdiyanto, C. (2020). Pengaruh promosi, cita rasa, dan persepsi harga terhadap keputusan pembelian produk milkmo. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 5(3), 233–241. https://doi.org/10.37715/jp.v5i3.1774