Published: 2024-07-10
Pengaruh Persepsi Harga dan Promosi Terhadap Keputusan Pembelian Lensa Kontak Pada Diens Optik Purwakarta
DOI: 10.35870/emt.v8i3.2791
Abstract
This study aims to investigate the influence of price perception and promotion on purchasing decisions of contact lenses at Diens Optik Purwakarta. The optical business faces intense competition, necessitating effective strategies to attract and retain consumers. Price perception and promotional strategies play crucial roles in consumer purchase decisions. Diens Optik Purwakarta utilizes various promotional techniques, including shopkeeper and door-to-door approaches, alongside a 10% discount on purchasing three products as a retention strategy. Despite these efforts, recent months have seen a decline in consumer numbers. Using a quantitative approach under positivism philosophy, the study gathered data from 97 respondents through incidental sampling. Validity tests were conducted using the product-moment correlation coefficient method. Results indicated high validity for all items related to price perception and promotion. Statistical analysis revealed significant positive influences of both price perception and promotion on purchasing decisions
Keywords
Price Perception; Promotion; Purchasing Decision; Contact Lenses; Diens Optik Purwakarta
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 8 No. 3 (2024)
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Section: Articles
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Published: 2024-07-10
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/emt.v8i3.2791
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Dewi Puspasari, , Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja
Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Kabupaten Purwakarta, Provinsi Jawa Barat, Indonesia
Dinda Amalia, , Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja
Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Kabupaten Purwakarta, Provinsi Jawa Barat, Indonesia
Eko Wiji Pamungkas, , Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja
Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Kabupaten Purwakarta, Provinsi Jawa Barat, Indonesia
Srie Hendraliany, , Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja
Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Kabupaten Purwakarta, Provinsi Jawa Barat, Indonesia
Dini Fitriani, , Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja
Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Kabupaten Purwakarta, Provinsi Jawa Barat, Indonesia
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