Author(s):
fx-pudjo-wibowo, sugandha, agustinus-yanuar-budhi-heriyanto
Nama Penulis:
fx-pudjo-wibowo-sugandha--agustinus-yanuar-budhi-heriyanto
Additional Info:
Jurnal Ilmiah Ekonomika Fakultas Ekonomi Universitas Baturaja
Volume 12 Nomor 1, April 2019
Keyword(s):
Promotion, Price, and Consumer Purchasing Decisions
Abstract:
The purpose of this paper is to determine the extent of the Effect of Promotion and Price
on Consumer Purchasing Decisions on Indomaret R Square for model 1 shows the
number of R Square of 0.455 is the square of the correlation coefficient or 0.675 x 0.675
= 0.455. R Square is also called the coefficient of determination. This means that the
magnitude of the effect of Promotion and price on Consumer purchasing decisions is
45.5%, while the rest (100% - 45.5% = 54.5%) is influenced by other factors. R Square
ranges from 0 to 1, the greater the number of R Square, the stronger the relationship
between Promotion and Price with Consumer Purchase Decisions or vice versa. And
Column R for model 2 shows the correlation coefficient number that is equal to 0.750.
This means that the influence between Promotion and Price with Consumer Purchasing
Decisions is quite strong.The R Square column for model 2 shows the R Square figure of
0.562 is the square of the correlation coefficient or 0.750 x 0.750 = 0.562. R Square is
also called the coefficient of determination. This means that the magnitude of the
influence of Promotion and price on Consumer Purchasing Decisions is 56.2%, while the
rest (100% - 56.2% = 43.8%) is influenced by other factors. R Square ranges from 0 to 1,
the greater the R Square, the stronger the relationship between Promotion and Price with
Consumer Purchase Decisions or vice versa.From the hypothesis test that the value of
research t for Promotion is 5,918 and the value of research t for Price is 4,769. By using
the normal distribution table t and using a test confidence level (1-) of 95% with an
error rate () of 5% and degrees of freedom (df) N - 2 = 96 - 2 = 94, we obtain the
normal distribution value of table t is 1.9855. Therefore, the Promotion and Price
research is greater than the table (5,918> 1,9855 and 4,769> 1,9855) meaning that the
condition shows that Ho is rejected at an error rate of 5% and Ha is accepted at a 95%
confidence level. In the Sig. Column it is known that the Promotion probability value is
0,000 and the Price probability value is 0,000. Thus the probability of the two variables
is far below 0.05 so that Ho is rejected and Ha is accepted or the significant regression
coefficient of Promotion and Price really influences the consumer's buying decision.From
the Hypotests obtained F count for model 1 is 78,620 with a significant level of 0,000
where the number 0,000 F table or 318,979> 3.09, thus Ho is
rejected and Ha is accepted, meaning that there is a linear relationship between the
Promotion and Decision variables Consumer Purchases, then the regression model is
feasible and appropriate to predict Purchase Decisions and the F count for model 2 is
59,773 with a significant level of 0,000 where the number 0,000 F table or 194,529> 3.09, thus Ho is rejected and Ha accepted, meaning that
there is a linear relationship between the Price variable with the Consumer Purchase
Decision, then the regression model is feasible and appropriate to predict Consumer
Purchase Decisions