Pengaruh Promosi Penjualan Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Wingstop Di Living World Kota Wisata Cibubur
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Abstract
The rapid growth of Indonesia's fast-food restaurant industry has intensified market competition, requiring businesses to implement effective marketing strategies to influence consumer purchasing decisions. This study aimed to examine the effects of sales promotion and price perception on purchase decisions at Wingstop Living World Kota Wisata Cibubur. A quantitative approach was employed using a survey method involving 96 consumers selected through purposive sampling. Primary data were collected using a structured questionnaire and analyzed with IBM SPSS Statistics 27. The analytical techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial (t) tests, simultaneous (F) tests, and the coefficient of determination (R²). The findings indicate that sales promotion has a positive and significant effect on purchase decisions. Likewise, price perception positively and significantly influences purchase decisions and demonstrates a stronger effect than sales promotion. Simultaneously, both variables significantly affect purchase decisions, explaining 80.3% of the variance in consumers' purchase decisions, while the remaining 19.7% is influenced by other factors outside the research model. These findings suggest that attractive promotional programs combined with favorable price perceptions play a crucial role in encouraging consumers to purchase products. Therefore, companies should continuously develop innovative promotional strategies while maintaining competitive pricing that reflects the quality and value of their products to enhance consumer purchase decisions.
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References
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