PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELI KONSUMEN EMKA GENTENG BETON DI CIANJUR
DOI:
https://doi.org/10.61722/jiem.v4i2.8605Keywords:
price offering, promotion, purchasing decisionAbstract
This study aims to determine the influence of product, promotion, price, and place on purchasing decisions at EMKA Genteng Cianjur. This study is a correlational study using a survey method with a questionnaire instrument. Based on the results of the study, the promotion coefficient r count = .768 with r table (0.05) (15) = 0.657. Thus, it can be concluded that the promotion variable has a significant influence of 51.6% on purchasing decisions at EMKA Genteng Cianjur. Based on the results of the study, the price coefficient r count = 0.768 > r table (0.05) (18) = 0.657. Thus, it is concluded that the price variable has a significant influence of 51.6% on purchasing decisions at EMKA Genteng Cianjur. Based on the results of the study, the purchasing decision coefficient r count = 0.768 > r table (0.05) (18) = 0.657. Thus, it is concluded that the place variable has a significant influence of 51.6% on purchasing decisions at EMKA Genteng Cianjur”, meaning the coefficient is significant. Thus, the hypothesis that states “promotion and price analysis have an influence on purchasing decisions” can be accepted.
References
Abdelkhair, M., & Vildayanti, E. (2023). The effect of promotion strategy on purchasing decisions. International Journal of Marketing Studies, 15(2), 45–57.
https://doi.org/10.5539/ijms.v15n2p45
Ardana, R. T., & Damayanti, S. (2025). The influence of brand image, price, and promotion on purchasing decisions. Journal of Business and Management Review, 6(1), 12–25.
https://doi.org/10.47153/jbmr61.8422025
Dania, A., Iskandar, R., & Rista, N. (2025). Price and promotion effects on consumer buying interest. International Journal of Economics and Business Research, 9(1), 77–89.
https://doi.org/10.1504/IJEBR.2025.136212
Dwiyaldi, N. A. (2024). The effect of advertising and price on purchasing decisions. Asian Journal of Business Research, 14(1), 55–68.
https://doi.org/10.14707/ajbr.140151
Fahrozi, A., et al. (2022). Training and human resource development toward productivity. Jurnal Obsesi, 6(5), 4756–4765.
https://doi.org/10.31004/obsesi.v6i5.2754
Ismail, M., & Maulida, R. (2020). Work environment and employee performance. Jurnal Ekonomika Indonesia, 9(1), 1–10.
https://doi.org/10.29103/ekonomika.v9i1.2415
Khumaeroh, F. A., et al. (2023). Product quality, price, and promotion on purchasing decision. Journal of Business and Management Studies, 5(2), 112–124.
https://doi.org/10.32996/jbms.2023.5.2.10
Kotler, P., & Keller, K. L. (2022). Marketing strategy and consumer decision process. Journal of Marketing Management, 38(5–6), 467–485.
https://doi.org/10.1080/0267257X.2021.2012079
Kotler, P., & Armstrong, G. (2021). Principles of marketing and price perception. Journal of Retailing and Consumer Services, 61, 102550.
https://doi.org/10.1016/j.jretconser.2021.102550
Mangarengi, M. N. A., Akob, M., & Hasbiyadi, H. (2024). Price and promotion toward sales mediated by purchasing decisions. Journal of Distribution Science, 22(2), 23–34.
https://doi.org/10.15722/jds.22.02.202402.23
Nahwi, R. A., & Adam, A. A. (2025). Service quality, price, and promotion on purchasing decisions. International Journal of Business Studies, 13(1), 44–58.
https://doi.org/10.9744/ijbs.13.1.44-58
Pratama, D., & Sulastri, M. (2023). Non-physical work environment and performance. Management and Business Economics Journal, 5(2).
https://doi.org/10.18282/mbe.v5i2.882
Putri, A. R., et al. (2021). The effect of structured training on teacher performance. International Journal of Education, 14(1).
https://doi.org/10.17509/ije.v14i1.32551
Sari, D. I., & GS, A. D. (2022). Price and promotion effect on consumer interest. Journal of Business and Management Review, 3(2), 77–88.
https://doi.org/10.47153/jbmr32.3722022
Setiawan, R., & Dewi, L. (2021). Workplace environment and productivity. Indonesian Journal of School Counseling, 1(2).
https://doi.org/10.23916/0020210631220
Siregar, M., & Arifin, Z. (2024). Technological access and teacher performance. Journal of Education and Learning, 18(2).
https://doi.org/10.11591/edulearn.v18i2.21004
Wulandari, S., & Hasibuan, A. (2022). Price fairness and customer satisfaction. Journal of Asian Business and Economic Studies, 29(3), 211–224.
https://doi.org/10.1108/JABES-03-2021-0034
Yusuf, A., et al. (2024). Work environment and stress level. Psychology in the Schools, 61(4).
https://doi.org/10.1002/pits.23045
Zeithaml, V. A. (2020). Consumer perceptions of price, quality, and value. Journal of Marketing, 84(1), 1–23.
https://doi.org/10.1177/0022242919882403
Tjiptono, F., & Diana, A. (2023). Marketing strategy and promotion effectiveness. Gadjah Mada International Journal of Business, 25(1), 1–20.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
