Open Accesseffect of price perception and sales promotion on the purchase decision of the pertamax turbo in Palembang City
Author(s) -
Catur Suheri,
Zakaria Wahab,
Marlina Widiyanti,
Muchsin Saggaff Shihab
Publication year - 2021
Publication title -
international journal of humanities, literature and arts
Language(s) - English
Resource type - Journals
ISSN - 2632-9441
DOI - 10.21744/ijhla.v5n1.1810
Subject(s) - promotion (chess) , nonprobability sampling , sales promotion , perception , turbo , business , marketing , advertising , population , sales management , psychology , engineering , neuroscience , politics , political science , automotive engineering , law , demography , sociology
This study aimed to determine the effect of price perception and sales promotion on the purchase decision of Pertamax Turbo in the city of Palembang. The population in this study were all consumers who purchased Pertamax Turbo in Palembang in the 2021 period, with as many as 100 respondents using the purposive sampling technique. The multiple linear regression analysis results show that price perception has a positive and significant effect on the purchase decision of Pertamax Turbo in Palembang. Sales promotion has a positive and significant effect on the purchase decision of Pertamax Turbo in the city of Palembang. For the price perception variable, it is expected that the Pertamax Turbo price adjustment will be made to reach all people. In the sales promotion variable, increasing sales by giving discounts/discounts to consumers who purchase Pertamax Turbo is necessary.