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All Journal At-Tadbir : jurnal ilmiah manajemen
Periyadi Periyadi
Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Strategi Promosi Dan Harga Terhadap Keputusan Pembelian Yang Dimediasi Oleh Minat Beli Kain Sasirangan Bordir Periyadi Periyadi; Junaidi Junaidi; Noorlaily Maulida
At-Tadbir : jurnal ilmiah manajemen Vol 4, No 2 (2020): At-Tadbir : jurnal ilmiah manajemen
Publisher : Islamic University of Kalimantan MAB Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (493.025 KB) | DOI: 10.31602/atd.v4i2.2907

Abstract

The main objective of this research is to examine and analyze how much promotion strategy and price influence purchasing decisions mediated by buying interest in embroidery sasirangan fabrics. The method used in this research is quantitative research with a formal research procedure design that contains clear definitions of research objectives and information needs. To answer and achieve the research objectives, regression analysis will be used. The object of this research is the consumer or potential consumer of the Sasirangan Embroidered cloth "Bunga Bangkal Sasirangan" in the Bangkal Cempaka Village, Banjarbaru, South Kalimantan. From the research results, it is known that the promotion strategy directly affects the buying interest of Sasirangan cloth, while the price does not have a significant effect. The ability of the purchase intention variable as a mediator shows that the purchase intention variable can only mediate the effect of promotional strategies on purchasing decisionsKeywords: Promotion Strategy, Price, Purchase Decision, Buying Interest.
Co-Authors Junaidi Junaidi Noorlaily Maulida