Pengaruh Harga Grosir dan Promosi terhadap Keputusan Pembelian Sirup Cap Bangau pada Toko Maju Bersama di Cikande
DOI:
https://doi.org/10.55606/jekombis.v5i3.6743Keywords:
Consumer Behavior, Gross Price, Promotion, Purchase Decision, Sales VolumeAbstract
This study aims to analyze the influence of wholesale pricing and promotion on purchasing decisions of Bangau Syrup at Toko Maju Bersama in Cikande. The study was motivated by a decline in the number of customers and sales volume during the 2022–2024 period, which was presumed to be influenced by increasing wholesale prices and less effective promotional activities. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to customers of Toko Maju Bersama and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial (t-test),simultaneous (F-test), and the coefficient of determination (R²). The findings are expected to indicate that wholesale pricing and promotion have a significant influence on purchasing decisions, both partially and simultaneously. The research results indicate that wholesale price has a positive and significant effect on purchasing decisions; the ANOVA test yielded a calculated F-value of 59.599, whereas the F-table value for N = 256 is 3.04. Thus, it can be concluded that price and promotion significantly influence purchasing decisions.
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