The Influence of Promotions and Prices on Customer Purchase Decisions at PT. Single-Player Primary in Cileungsi, West Java

Abstract

The purpose of this study is to determine the influence of promotion and price on customer purchase decisions at PT. A single primary school in West Java. The method used is quantitative. The sampling technique used saturated sampling, which was 54 respondents. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient and hypothesis test. The population in this study is consumers of PT. Tunggal Gaida Pratama in Cileungsi, West Java and the number of saturated samples amounted to 54 respondents. The method of data collection is through questionnaires with a likert scale, observation, and literature study. The results of this study were that promotion had a significant positive effect on customer purchase decisions with a determinationcoefficient of 41.7% and a hypothesis test obtained t count > t table or (6,100 > 2,007). Price had a significant negative effect on customer purchase decisions with a determinationcoefficient of 23.8% and hypothesis test obtained t calculated > t table or (-4.034 > -2.007). Promotion and price simultaneously had a significant effect on customer purchase decisions with a regression equation Y = 27.050 + 0.485X1 - 0.177X2, nii coefficient of determination was 57.4% while the remaining 42.6% was influenced by other factors. The hypothesis test obtained an F value  _calculated > F _table or (36,667 > 2,790).