The Influence of Brand Image, Promotion, and Price on Consumer Purchase Decisions at PT. Matahari Department Store (Case Study At PT. Matahari Department Store Plaza Medan Fair)
Keywords:
Brand Image, Promotion, Price, Purchase DecisionAbstract
The object of this research was conducted at PT. Matahari Department Store Plaza Medan Fair the purpose of this research is to test and analyze the influence of brand image, promotion, and price on consumer purchasing decisions at PT. Matahari Department Store Plaza Medan Fair. The company experienced a decline in sales which was marked by not achieving the company's targets. The company was forced to implement a policy of closing several outlets because it was still experiencing losses due to the impact of Covid-19. The research method used is a quantitative method. The population is 157 consumers, t by applying the settlement formula obtained a sample of 113 consumers. Simple random sampling is a technique used in sampling. Classical assumptions, multiple linear regression, and hypothesis testing are the techniques used to analyze the data. Hypothetically, Brand Image (X1), Promotion (X2) and Price (X3) partially and simultaneously have no significant effect on Consumer Purchase Decisions (Y) at PT. Matahari Department Store Plaza Medan Fair. With value |t count| 0.850 is smaller than t table (n-k-1; /2) = t (109.025) = 1.66 and the significance value (p-value) of the Price variable (X3) is 0.397, which is greater than the significant level = 0.05, which means that the price variable (X3) partially has no significant effect on Consumer Purchase Decisions (Y) at PT. Matahari Department Store plaza Medan fair
References
Abdullah, Thamrin and Francis Tantri. 2014. Marketing Management. Ed. 1, Jakarta: PT Grafindo Persada.
Sangadji, Etta Mamang and Sopiah. 2013. Consumer Behavior Practical Approach. Yogyakarta: CV Andi Offset.
Ghozali, Imam. 2016. Application of Multivariate Analysis With SPSS Program.
Semarang: Diponegoro University Publishing Agency.
Amrullah, A. R., & Agustin, S. 2016. The Influence of Product Quality, Price, and Brand Image on Purchase Decisions for Honda Beat. Journal of Management Science and Research.…
Agus, Hermawan. 2012. Marketing Communication. Jakarta: Erlangga.
Sunardi and Primastiwi, A. 2012. Introduction to Business. Jakarta: PT Caps
good. Abdul. 2016. Marketing Management Revolution. Jakarta: Media Discourse Partners.
Kotler, Philip & Kevin Lane Keller. 2013. Marketing Management. Sixteenth Edition Volume 2, Jakarta: Erlangga Publisher,
Kurniawan, Arief Rakhman. 2014. Total Marketing. Jakarta: PT Buku Kita.
Tjiptono, Fandy. 2014, Marketing Services. – Principles, Application, and Research.
Yogyakarta: Andi Offset.yy
Sugiyono. (2014). Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Bandung: Alphabeta.
Andriyani, 0Y., & 5Zulkarnaen, W...(2017). The Influence of Product Quality on Purchase Decisions for Toyota Yaris Cars at 7Wijaya Toyota Dago Bandung. MEA8 Scientific Journal (Management, Economics, & Accounting), 1(2), 80-103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103.
Sunyoto, Danang. 2014. Basic Concepts of Marketing Research and Consumer Behavior. First Printing. Yogyakarta: Publisher PT Caps.
Hassan, Ali. 2013. Marketing and Selected Cases. First Printing. Yogyakarta: CAPS.
Limakrisna, Nandan and Wilhelmus Hary Susilo. 2012. Marketing Management
Theory and Applications in Business. Jakarta: Media Discourse Partners. (h)
Assauri, Sofjan. 2014. Marketing Management, Jakarta: 5 PT. Raja Grafindo Persada.….
Sugiyono. 2012. Research Methods iBusiness, Bandung: Alphabeta Publisher.
Surjaweni, Wiratna, V. 2014. SPSS for Research. Yogyakarta : New Library
Press.…
Sujarweni, Wiratna V. 2015. SPSS is for research. Yogyakarta: New Press Library.
Tjiptono, Fandy. 2014. Service Marketing-Principles, Applications, And Research. Yogyakarta: CV Andi Offset
Priyastama R. 2017. Magic Book Masters SPSS. Printing I. Yogyakarta: Start Up.
Priyatno, Duwi. 2017. Practical Guide to Data Processing Using SPSS. Edition I. Yogyakarta: CV.ANDIi.
. 2013. Independent Learning SPSS for beginners. First Print. Jakarta: Mediakomi.
Sunyoto, Danang. i2014. Basic Concepts of Marketing Research and Consumer Behavior. Yogyakarta: Center for Academic Publishing Service.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 International Journal of Comparative Accounting And Management Science (IJCAMS)
This work is licensed under a Creative Commons Attribution 4.0 International License.
International Journal of Comparative Accounting And Management Science (IJCAMS)
© 2022
This work is licensed under a Creative Commons Attribution 4.0 International License
