PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI PRODUK HUNGTATA
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Published:
Mar 3, 2021
Keywords:
Price, Promotion, Purchase intention
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Abstract
The purpose of this research is to determine the influence of price and promotion on the purchase intention of Hungtata. Hungtata is a company that sells healthy drink products made from fresh and natural juice. This research is based on the surveys conducted towards potential customers of Hungtata regarding price, promotion, and purchase intention. The population of this study were 320 people who knew and followed Hungtata's social media account. Sampling using purposive sampling method with a total of 65 respondents who knew and had never bought Hungtata products. This research uses SPSS software to perform quantitative analysis on the research data. Research results indicate that price and promotion significantly influence the purchase intention of Hungtata. Keywords: Price, Promotion, Purchase intention.
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Tanata, H. F., & Chirstian, S. (2021). PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI PRODUK HUNGTATA. PERFORMA, 4(6), 94–103. https://doi.org/10.37715/jp.v4i6.1182
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References
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Ghristian, I. D. (2016).
Pengaruh harga diskon, kualitas produk, citra merek, dan iklan terhadap minat beli celana jeans Levi’s di Surabaya. Journal of Business & Banking, 5(2), 319-336.
Hermawan, H. (2016). Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan, Kepuasan Dan Loyalitas Konsumen Dalam Pembelian Roti Ceria Di Jember. Jurnal Manajemen Dan Bisnis Indonesia, 1(2).
Himawan, A. (2016). Pengaruh Kualitas Produk, Citra Merek, dan Promosi Terhadap Minat Beli Notebook Acer (Studi Kasus pada Mahasiswa Universitas Negeri Yogyakarta) (Doctoral dissertation, Fakultas Ekonomi). Kotler, P., & Keller, K. L. (2016). Marketing Management 15e Edition. New Jersy: Pearson Education.
Prabowo, I. J. K. G. (2016). Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga dan Word of Mouth Terhadap Minat Beli (Studi pada Mahasiswa Fakultas Ekonomi UNY pengguna Iphone). Jurnal Manajemen Bisnis Indonesia (JMBI), 5(3), 246-256.