Citation:

Iyan Rizki Mulyo Poernomo, Yuli Anwar, Heri Iswanto. "The Effect of Price and Promotion on Purchasing Decisions of Philips Product" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 180-189, 2024.

Abstract:

This research proposes to find out whether prices and promotions effect purchasing decisions for Philips products. The population used in this research is consumers who buy Philip's electrical products at PT. Use Prosperous Electricity. This research is associative research with a causal nature using a quantitative approach; the sample used was 100 respondents. The analysis technique used in this research is multiple linear regression analysis using the SPSS 26 program. The test results show that price has a significant and positive effect on Purchasing Decisions, Promotion has a significant and positive effect on Purchasing Decisions. and Price and Promotion simultaneously effect Purchasing Decisions.

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Keywords:

Price, Promotion and Purchasing Decisions.