Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Produk Pada Toko Parfum Cendana di Pekanbaru

Authors

  • Mahbubah Srimulatsih Sekolah Tinggi Ilmu Ekonomi Riau

DOI:

https://doi.org/10.32493/jpkpk.v6i2.28779

Keywords:

Harga, Promosi, Keputusan Pembelian

Abstract

Penelitian ini dilakukan pada Toko Parfum Cendana di kota Pekanbaru dengan tujuan untuk mengetahui seberapa besar pengaruh harga serta promosi terhadap pembelian dan pemakaian konsumen. Dalam menentukan harga produk perusahaan berupaya menetapkan harga jual yang pantas dan terjangkau oleh daya beli konsumen, dengan harapan konsumen akan menjadi pelanggan. Sample dalam penelitian ini berjumlah 75 orang. Adapun analisis dalam penelitian ini yaitu menggunakan metode deskritif dan kuantitatif. Hasil analisis penelitian pada Toko Parfum Cendana yaitu, harga dan promosi berparuh signifikan terhadap nilai keputusan pembelian produk parfum pada Toko Parfum Cendana.

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Published

2023-02-01

Issue

Vol. 6 No. 2 (2023): Jurnal Pemasaran Kompetitif

Section

Articles

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