PENGARUH PROMOSI BULANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE

This study aims to investigate the effect of monthly promotions and price on
consumer purchasing decisions. In the context of an increasingly competitive
market, companies need to understand how these factors can influence consumer
behavior and their marketing strategies. This study uses a quantitative approach
by collecting data through an online survey of a consumer sample consisting of
potential customers who have been exposed to monthly promotions and product
prices. This study used a sample of 65 respondents of management economics
faculty students. Sampling using a purposive approach technique, which in
research involves selecting samples based on specific objectives and criteria. The
test tools used are hypothesis testing, classical assumption test, and multiple linear
regression analysis. This study is the impact of monthly promotions on purchasing
decisions. The results of the analysis show that monthly promotions have a
significant influence on consumer behavior, increasing their interest in buying the
products offered.
Keywords: Promotion, Price, Purchase Decision