PENGARUH HARGA, PROMOSI DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN PADA SWALAYAN AVAN KOTA MALANG

Abstrak

This study is to determine whether the low price factor, promotions and discounts provided by AVAN Supermarket have an effect on consumer purchasing decisions, assessing the opinion of the Malang community that still emphasizes low prices and the provision of promotions and discounts provided by the AVAN Supermarket. Another reason is to find out whether the low price, the provision of promotions and discounts are the main reasons consumers choose the AVAN Supermarket compared to other variables. The sampling technique used is the accidental sampling technique by distributing questionnaires to 100 respondents. The data analysis technique used is multiple linear regression analysis. The results of the study indicate that the price variable has a significant effect on purchasing decisions at AVAN Supermarket in Malang City, promotions have a significant effect on purchasing decisions at AVAN Supermarket in Malang City, and discounts have a significant effect on purchasing decisions at AVAN Supermarket in Malang City

Kata kunci

• Discount
• Price
• Promo
• purchase decision