The Influence of Price and Promotion Strategy On Purchasing Decisions For Oppo Smartphones In Ujung Teran Village, Tigalingga Sub-District, Dairi District
DOI:
https://doi.org/10.61402/sajmr.v3i2.353Keywords:
Price, Promotion strategy, Purchase DecisionAbstract
This study aims to determine whether price and promotion strategy have an influence on purchasing decisions for Oppi smartphones in Ujung Teran Village, Tigalingga District, Dairi Regency. The population used in this study were Oppi consumers in Ujung Teran Village, Tigalingga District, Dairi Regency. This study used a sample of 88 respondents, hypothesis testing in this study using statistical model analysis consisting of validity test, reliability test, classical assumption test, multiple linear regression, F test, t test, and coefficient of determination (R2) using SPSS 23 (Statistic Product and Services Solution) software for windows. The research data comes from primary data and the data collection process and uses a questionnaire. The results showed that there was a relationship between the independent variables, namely Price and Promotion Strategy on the dependent variable, namely Purchasing Decisions. The price variable obtained t value is tcount> ttable (3.571> 1.662) with a significance level of 0.001 <0.05 and for the Promotion strategy variable obtained tcount> ttable (6.900> 1.662) with a significance level of 0.000 <0.05 so it can be concluded that the price and promotion strategy have a significant positive effect on the Oppi Purchase Decision in Ujung Teran Village, Tigalingga District, Dairi Regency. And the F test obtained the value of fcount> ftabel (30.598> 3.10), with the hypothesis accepted so that it can be concluded that the Price variable (X1) and the Promotion strategy variable (X2) simultaneously affect the Purchasing Decision (Y).
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