THE EFFECT OF PRICE AND PROMOTION ON SHRIMP PETIS PURCHASE DECISION (CASE STUDY OF UD. DUA PUTRA JAYA GRESIK)
DOI:
https://doi.org/10.56127/ijme.v4i2.2014Keywords:
Price, Promotion, Purchase DecisionAbstract
This study aims to examine and prove the influence of price and promotions on puchasing decision of shrimp paste UD. Dua Putra Jaya Gresik. This study uses a quantitative approach with multiple linear regression analysis. The number of samples taken was 50 respondents and data collection was done by distributing questionnaires. The results showed that prices had a positive and significant influence on the increase in purchasing decisions for shrimp paste at UD. Dua Putra Jaya Gresik. Then the promotion has a positive and significant effect on purchase decisions to purchase shrimp paste at UD. Dua Putra Jaya Gresik. Prices and promotions simultaneously have a positive and significant effect on the increase in purchasing decisions for shrimp paste at UD. Dua Putra Jaya Gresik.
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