Pengaruh Price Discount, Social Media Promotion dan Store Image Terhadap Keputusan Pembelian di Kopistudio24 ( Studi Kasus Konsumen Kopistudio24 Malang )

Abstract

Abstract

 

This study aims to determine the effect of price discounts, social media promotions and store image on purchasing decisions at Kopistudio24 Malang. This study uses a quantitative type, data collection methods using questionnaires and through observation and the number of samples using the maholtra formula found as many as 80 respondents and using multiple linear regression analysis methods processed with the SPSS program. The data analysis test consists of a research instrument test (validity test and reliability test), normality test, classical assumption test (multicollinearity test and heteroscedasticity test), multiple linear regression test, hypothesis testing (simultaneous test and partial test) and adjusted R-square determination coefficient test. The results of this study indicate that there is a simultaneous influence between the variables of price discounts, social media promotion and store image on purchasing decisions at Kopistudio24 Malang with a significant value of 0.000 <0.05. Partially, the discount variable has an effect on purchasing decisions, with a significant value of 0.000 <0.05, partially the social media promotion variable has a positive and insignificant effect on purchasing decisions with a significant value of 0.196> 0.05 and partially the store image variable has an effect on purchasing decisions with a significant value of 0.001 <0.05.

 

Keywords: Price Discount, Social Media Promotion, Store Image, Purchasing Decisions