The Influence Of Price And Promotion On Purchasing Decisions At The Sukses Mini Market In Jambi City

Abstract

Consumer behavior is related to purchasing decisoins by individually, groups and organizations to fulfill  their needs and wants for goods or services. The purpose of this research is to determine the influencet of price  on purchasing decisions, promotion on purchasing decisions and both of price and promotion  on purchasing decisions. The research results show that the test show the form of the regression equation is Y=0,516+0,712X₁+0,324X₂+e. The coefficient of determination value (R2) is obtained 0,891% that mean the influence of price (X₁) and promotion (X₂) on purchasing decisions (Y) is 89,1%. It show that by using regression model obtained 89,1% while the rest of the results 10,9%  is explained by other factors that is not included in this regression analysis.