Effect of Price and Promotion on Car Purchase Decisions at PT Encar Daihatsu Lubuklinggau

Supriyanto Supriyanto,Ronal Aprianto Ronal,Melvin Melisa

doi:10.47747/ijcse.v2i1.188

Abstract

The purpose of this study was to determine the effect of price and promotion on car purchasing decisions at PT Encar Daihatsu, Lubuklinggau City. The population in this study was 138 and the sample was 58 respondents. The data analysis method used is the regression test, correlation coefficient test, t test, determination coefficient test, and F test. Price results (X1) on Purchase Decisions (Y) have a significant effect with tcount of 5.074> t-table value of 1.673 significant 0.000 < 0.05. Promotion Results (X2) on Purchase Decisions (Y) have a significant effect with the tcount of 4.499> the ttable value of 1.673 significant 0.000 <0.05. Price (X1) and Promotion (X2) on Purchase Decision (Y) have a significant effect with the value of Fcount (27.461)> Ftable (3.18) significant 0.000 <0.05. The conclusion is that Price and Promotion have partial or simultaneous effect on Car Purchase Decisions at PT Encar Daihatsu, Lubuklinggau City.

Highlights

IntroductionPromotion Results (X2) on Purchase Decisions (Y) have a significant effect with the tcount of 4.499> the ttable value of 1.673 significant 0.000
The consumer's decision to buy products offered by the company cannot be separated from the price given by the company and the type of promotion used by the company itself
Prices and promotions given by companies and purchasing decisions are closely related to the benefits that will be obtained by the company, because with prices and promotions that meet consumer preferences, consumers will increase so that the company is embedded in the minds of consumers, this can benefit the company because consumers can do it. promotion indirectly to family, friends or to other people