Aurellya, Vanella Yona (2024) PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN NIAT BELI SEBAGAI VARIABEL MEDIASI (Studi Kasus Penelitian Pada Perumahan Permata Permadani). Undergraduate thesis, Universitas Muhammadiyah Malang.
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Abstract
This study aims to identify the influence of price, promotion, and purchase intention on purchasing decisions in Permata Permadani Housing. with consumers who make house purchases in Permata Permadani Housing. Using non-probability sampling with saturated sample techniques, this study involved 43 respondents who filled out the questionnaire. Data analysis in this study used MRA through the Hayes macro process with the SPSS software program version 25.0. The results showed that price had a positive and significant impact on purchasing decisions. While promotion had a negative impact on purchasing decisions. In addition, purchase intention was also proven to have a positive and significant impact on purchasing decisions. This study also found that price and promotion had a positive and significant effect on purchase intention. Furthermore, purchase intention acts as a significant mediating variable between price and purchase decisions, as well as between promotion and purchase decisions. These findings emphasize the importance of effective pricing and promotion strategies to increase purchase intention and purchase decisions in Permata Permadani Housing.
Item Type: | Thesis (Undergraduate) |
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Student ID: | 202010160311280 |
Keywords: | Price, Promotion, Purchase Intention, Purchase Decision |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
Divisions: | Faculty of Economics and Business > Department of Management (61201) |
Depositing User: | 202010160311280 vanellayona |
Date Deposited: | 12 Aug 2024 04:27 |
Last Modified: | 12 Aug 2024 04:27 |
URI: | https://eprints.umm.ac.id/id/eprint/9931 |