PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA WAROENG STEAK BLEDEK MADIUN

This research aims to examine the influence of price and promotion on purchasing decisions both partially and simultaneously at Waroeng Steak Bledek Madiun. The population is buyers/consumers who make purchases at Waroeng Steak Bledek Madiun using accidental sampling technique with a sample size of 246 respondents. The analytical method used in this research is multiple linear regression analysis. The results of the research show that there is a positive and significant influence between price on purchasing decisions, meaning that the more affordability and suitability of prices that customers can accept from Waroeng Steak Bledek, the more purchasing decisions Waroeng Steak Bledek will experience. There is a positive and significant influence between promotions on purchasing decisions, meaning that the better the efforts made by Waroeng Steak Bledek to inform, persuade and remind consumers directly or indirectly about the superiority of the products offered, purchasing decisions will increase. From the results of the analysis, it can be seen that there is a significant influence between price and promotion on purchasing decisions, meaning that with more precision in pricing and better promotion, purchasing decisions will increase.