Pengaruh Promosi, Harga, dan Minat Beli Terhadap Keputusan Pembelian Jersey Sepak Bola di Toko Reds Jersey Bali
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Promosi , Harga , Minat BeliAbstract
This study aims to “determine the effect of promotion, price, and purchase interest on the decision to purchase a soccer jersey at the Reds Jersey Bali Store. The approach used in this study is a quantitative approach. The population in this study were consumers who knew and had made transactions at the Reds Jersey Bali Store, the number of which was unknown (infinitive) with a sample size of 120 respondents using a non-probability sampling technique with a purposive sampling method. The analysis tool used was IBM SPSS 24. The data analysis techniques used were instrument testing, classical assumption testing, multiple linear regression testing, coefficient of determination, t-test and f-test. Based on the results of the study, it was found that promotion had a significant positive effect on purchasing decisions, price had a significant positive effect on purchasing decisions, purchase interest had a significant positive effect on purchasing decisions, and simultaneously promotion, price, and purchase interest had a positive and significant effect on purchasing decisions. The suggestion in this study is that the Reds Jersey Bali Store should increase the intensity of promotion through TikTok social media, maintain a competitive pricing strategy, and word of mouth strategy as one of the main approaches in marketing.”
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