Journal of Innovation Research and Knowledge
Vol. 2 No. 9: Februari 2023

EFFECT OF PRICE AND PROMOTION ON CAR PURCHASE DECISIONS

Syamsu Rijal (Universitas Negeri Makassar, Indonesia)
Mawardi Mawardi (Universitas Muhammadiyah Lampung, Indonesia)
Uli Wildan Nuryanto (Universitas Bina Bangsa, Indonesia)
I Nyoman Tri Sutaguna (Universitas Udayana, Indonesia)
Endang Fatmawati (Universitas Diponegoro, Indonesia)

Article Info

Publish Date
09 Feb 2023

Abstract

The purpose of this research is to analyze effect of price and promotion on car purchase decisions. The type of research used is a type of quantitative research. In this study, the population used was all consumers who purchased Toyota cars in Medan, but the exact sample size was unknown. So the minimum number of samples taken in this study is 18 times 5 to 90 respondents. In this study using data collection methods with field research and library research. Data analysis in this study uses multiple linear regression analysis. The results of the study show that price has a positive and significant effect on car purchase decisions. Promotion has a positive and significant effect on car purchase decisions.

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Journal Info
Journal of Innovation Research and Knowledge
Website

Abbrev

JIRK

Publisher

bajang Institute

Subject

Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

Description

Journal of Innovation Research and Knowledge, published by Bajang Institute. Published in two formats, print and online, print version of ISSN: 2798-3471 and the online version of ISSN: 798-3641, both of which are published every month. The scope of the journal studies broadly includes: Culture (a ...