Pengaruh Promosi Penjualan dan Penetapan Harga terhadap Keputusan Pembelian pada Toko Karpet Hj. Yenny di Kota Medan

Abstract

Medan City is a city that has a potential target market such as in the property and household appliances business, especially carpet sales. This makes many of business actors and investors open these businesses, which of course increases competition between carpet shop business actors. Anticipating this situation, the carpet shop businesses, especially the outlet of Hj. Yenny must be able to adjust the right strategy, both in the promotion and also in setting prices for the right consumers, this is so that the store can compete with similar stores This study aims to analyze how the influence of sales promotion and pricing on purchasing decisions at the carpet shop Hj. Yenny in the city of Medan. The influence between sales promotion and pricing will be analyzed partially and simultaneously on purchasing decisions. The form of research used in this research is quantitative research with an associative approach. Sampling was done through the purposive sampling technique and used 100 respondents as a sample. Primary data used in this study were obtained by distributing questionnaires directly while secondary data was obtained through library research. The results showed that sales promotion and pricing had a significant effect either partially or jointly on purchasing decisions at the Hj carpet shop. Yenny. The coefficient of determination test shows that there is a fairly close relationship between sales promotion and pricing with an R-value of 0.868. Through the Adjusted R Square value, it is also known that the sales promotion and pricing variables contribute 74.8% to the purchasing decision variable, while the remaining 25.2% is influenced by factors outside this research model.