Effect of Promotion and Pricing Strategies in Improving Customer Purchasing Decisions

Abstract

This research aims to analyze promotion strategy and pricing strategies on purchasing decisions of Fried Banana Nugget In Makassar City both partially and simultaneously. This study uses a quantitative approach. The sample size in this study is 60 respondents, which is also the size of the population. The data collection techniques used are through the distribution of questionnaires and documentation of primary data and secondary data. The analytical method used is multiple linear regression analysis, while the hypothesis used the F-Test and T-Test. The hypothesis testing results show that; the promotion has a positive and significant effect on fried banana nuggets' purchasing decisions. The price strategy has a positive and significant effect on purchasing decisions on fried banana nuggets. The promotion strategy and price strategy positively and significantly influence fried nugget bananas' purchase decision.