Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Package di ZINFIT Studio Canggu
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Price, Promotion, Purchase Decision, ZINFIT Studio CangguAbstract
This study a$ims to determin$e the effect of price a$n$d promotion$ on$ purcha$sin$g decision$s a$t ZIN$FIT Studio Ca$n$ggu usin$g qua$n$tita$tive methods a$n$d a$ sa$mple of 94 respon$den$ts. Price a$n$d promotion$ both ha$ve a$ positive a$n$d sign$ifica$n$t effect on$ buyin$g decision$s, a$s shown$ by the study's t-va$lues of 4.049 for price a$n$d 5.980 for promotion$. The study a$lso foun$d tha$t the effect of in$depen$den$t va$ria$bles on$ buyin$g decision$s wa$s 62.4%, with a$n$ F coun$t va$lue of 78.237 a$n$d a$ sign$ifica$n$ce level of 0.000. Therefore, ZIN$FIT Studio should set competitive prices, in$crea$se promotion$s, a$n$d offer more va$ried pa$cka$ges to en$ha$n$ce con$sumer purcha$sin$g decision$s.
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