PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING ( studi kasus pada rumah makan sengkaling kuliner malang )

This research aims to analyze the influence of price and promotion on purchase decisions for food products with purchase intention as an intervening variable at Sengkaling Kuliner Malang Restaurant, using purchase intention as a mediating variable. This study uses a quantitative approach with a survey method. The study population was people who had visited Sengkaling Kuliner Malang restaurant, with a sample of 100 people. The sampling technique used was total sampling, so the entire population was used as a research sample. Data were collected through questionnaires and analyzed using SPSS statistical Product and Service Solution (SPSS) techniques with the help of SPSS software. The results showed that price had a positive and significant effect on purchase decisions. This means that the more affordable and appropriate the price set by the company, the more it will create purchasing decisions for the public. Promotion also has a positive and significant effect on purchase decisions. This means that the more aggressively the company promotes, the more it will attract the public to make purchasing decisions. In addition, price also has a positive and significant effect on purchase intention, meaning that the price offered by Sengkaling Kuliner Malang restaurant provides confidence in customers' purchase intentions. In addition, promotion also has a positive and significant effect on purchase intention, meaning that the promotion provided by Sengkaling Kuliner Malang restaurant provides confidence in customers' purchase intentions. In addition, purchase intention also has a positive and significant effect on purchase decisions, which means that purchase intention felt by customers allows customers to make purchasing decisions. Purchase intention is able to mediate price and promotion on purchase decisions, this shows that purchase intention is a pathway to achieving purchase decisions.