Analisis Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Konsumen pada PT. Astra International, Tbk-Auto 2000 Karawang

Nuraeni Nuraeni, Dene Herwanto, Wahyudin Wahyudin

Abstract


PT. Astra International, Tbk – Auto2000 Karawang is a sales service network, maintenance, repair and supplier of Toyota spare parts located at Jalan Surotokunto No. 80, East Adiarsa, East Karawang District, Karawang Regency. Auto2000 Karawang branch often carries out promotions such as holding exhibitions, discounts, and giving gifts to customers, however the prices set by the company often change suddenly so that salesmen and customers feel confused which results in delays in their purchase plans. So the purpose of this study is to analyze the effect of price and promotion on purchasing decisions of four-wheeled vehicles at PT. Auto2000 Karawang. This research uses validity and reliability test data processing, regression analysis, T test and simultaneous test which in processing the data using SPSS software. The results showed that the t value for the price variable was 1.209 < t table (2.051) and the significance value was 0.237 > 0.05, which means 15H0">  is accepted and 15H1">  is rejected so that partially the price does not have a significant effect on purchasing decisions. For the promotion variable, the value of t count is 3,499 > t table (2,051). and a significance value of 0.02 <0.05, which means 15H0">  is rejected and 15H1 "> is accepted so that partially there is a significant influence between promotions on purchasing decisions at Auto2000 Karawang Branch. This means that the delivery of a good promotion will improve purchasing decisions.


Keywords


Price; Promotion; Purchase Decision

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DOI: http://dx.doi.org/10.33087/jiubj.v23i1.3102

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