CD Skripsi

Pengaruh Promosi Penjualan Dan Harga Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Konsumen Produk Madame Gie Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of sales promotion, price, and purchase intention on the purchase decision of Madame Gie products consumers in Pekanbaru City, and to determine the effect of sales promotion and price on purchase decision mediated by purchase intention of Madame Gie products consumers in Pekanbaru City. The population in this study is Madame Gie consumers who have made a purchase and reside in Pekanbaru City, the exact number of which is unknown. The sampling method used is non-probability sampling, specifically the purposive sampling technique. Thus, the sample determined in this study consists of 100 people who have purchased Madame Gie products and reside in Pekanbaru City. The type of research conducted is causal research. The data analysis method used is Path Analysis, which is processed using the SPSS version 24 for Windows software program. The research results indicate that sales promotion and price have a positive and significant effect on the purchase decision of Madame Gie products in Pekanbaru City. Sales promotion and price also have a positive and significant effect on the purchase intention of Madame Gie products in Pekanbaru City.
Keywords: Sales Promotion, Price, Purchase Decision, Purchase Intention
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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902156009

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902156009

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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