STUDI PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK FMCG (FAST MOVING CONSUMER GOODS) DI RANTAU KALIMANTAN SELATAN
DOI:
https://doi.org/10.61722/jaem.v1i4.3320Keywords:
Price, Purchase Decision, FMCG Products, PromotionAbstract
This research aims to analyze the influence of price and promotion on purchasing decisions for FMCG products in Rantau, South Kalimantan. This research uses a quantitative approach with a survey method, involving 100 respondents who are consumers of FMCG products in the area. Data was obtained through a questionnaire and analyzed using linear regression to test the relationship between price and promotion variables and purchasing decisions. The research results show that price has a significant influence on purchasing decisions, with a coefficient of 0.45, which shows that competitive prices can increase consumers' tendency to buy FMCG products. Apart from that, promotions were also proven to have a significant effect with a coefficient of 0.52, where types of promotions such as discounts and loyalty programs were proven to be effective. The combination of price and promotion shows a greater influence on purchasing decisions, with a coefficient of determination (R²) of 0.67. This research provides insight for FMCG companies in designing effective marketing strategies, by considering the influence of price and promotion simultaneously in influencing consumer behavior.
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