Published: 2026-02-01

Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Butik OSM Biz di Kota Banda Aceh

DOI: 10.35870/jemsi.v12i1.5718

Yusia Fatahillah, Fani Sartika, Nadiya Nadiya
  • Yusia Fatahillah: Universitas Muhammadiyah Aceh (Unmuha)
  • Fani Sartika: Universitas Muhammadiyah Aceh (Unmuha)
  • Nadiya Nadiya: Universitas Muhammadiyah Aceh (Unmuha)
Front Cover JEMSI Volume 12 Nomor 1 Februari 2026
Article Metrics
Share:

Abstract

This study aims to determine the effect of price and promotion on consumer purchasing decisions at the OSM Biz Boutique in Banda Aceh City. The method used is causality. The sample for this study was determined using the Slovin formula. The sample used in this study was 82 consumers at the OSM Biz Boutique in Banda Aceh City who agreed to participate as respondents. The analytical method used was multiple linear regression analysis. The results show that both price and promotion partially have a positive and significant effect on purchasing decisions at the OSM Biz Boutique in Banda Aceh City. Price and promotion simultaneously have a positive and significant effect on purchasing decisions at the OSM Biz Boutique in Banda Aceh City. Increased purchasing decisions are determined by price and promotion. The more affordable the price offered, and the more effective and attractive the promotion, the greater the opportunity for the OSM Biz Boutique in Banda Aceh City to increase purchasing decisions.

Keywords

Price; Promotion; Purchasing Decision

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Fatahillah, Y., Sartika, F., & Nadiya, N. (2026). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Butik OSM Biz di Kota Banda Aceh. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(1), 513-523. https://doi.org/10.35870/jemsi.v12i1.5718
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 1 (2026)

  • Section: Articles

  • Published: 2026-02-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Yusia Fatahillah, Universitas Muhammadiyah Aceh (Unmuha)
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Muhammadiyah Aceh (Unmuha), Jalan Muhammadiyah No.91 Batoh Lueng Bata, Banda Aceh, Indonesia.

Fani Sartika, Universitas Muhammadiyah Aceh (Unmuha)
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Muhammadiyah Aceh (Unmuha), Jalan Muhammadiyah No.91 Batoh Lueng Bata, Banda Aceh, Indonesia.

Nadiya Nadiya, Universitas Muhammadiyah Aceh (Unmuha)
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Muhammadiyah Aceh (Unmuha), Jalan Muhammadiyah No.91 Batoh Lueng Bata, Banda Aceh, Indonesia.

References
  • Aditya, G., Ristanto, H., & Catur, C. (2021). Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian. JBE (Jurnal Bingkai Ekonomi), 6(1), 58-71.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aprilia, G., Herdinata, C., & Padmawidjaja, L. (2021). Pengaruh harga, kualitas produk dan promosi terhadap keputusan pembelian produk graby bites.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aruan, J. P. (2020). Pengaruh Harga, Promosi dan Lokasi Terhadap Keputusan Pembelian Perumahan PT. Nusantara Raya Citra Rantauprapat.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • DIBA, R. S. (2020). PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI MR KOKI FRIED CHICKEN PALEMBANG (Doctoral dissertation, POLITEKNIK NEGERI SRIWIJAYA).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Faruqi, R. (2023). Pengaruh harga terhadap keputusan pembelian berulang pada produk KFC. Jurnal Manajemen dan Bisnis Kreatif, 8(2), 66-75.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fitri, S., Nasution, Z., & Simanjuntak, D. (2022). Pengaruh Harga, Produk dan Promosi terhadap Keputusan Pembelian di Toko khanza Aeknabara. REMIK: Riset Dan E-Jurnal Manajemen Informatika Komputer, 6(3), 408-417. https://doi.org/10.33395/remik.v6i3.11563.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Gunarsih, C. M., Kalangi, J. A., & Tamengkel, L. F. (2021). Pengaruh harga terhadap keputusan pembelian konsumen di Toko Pelita Jaya Buyungon Amurang. Productivity, 2(1), 69-72.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Gunawan, S., & Ardyan, E. (2021). Pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian produk mark. on. id. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 6, 104-113.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Indrasena, R. W., & Budiarti, A. (2022). Pengaruh kualitas pelayanan, harga, dan promosi terhadap keputusan pembelian pada Shopee Food. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(9), 1-16.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Mardiayanti, M., & Andriana, A. N. (2022). Pengaruh harga dan kualitas produk serta review produk terhadap keputusan pembelian produk Scarlett Whitening. Jurnal Pendidikan dan Kewirausahaan, 10(3), 1091-1109.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Marlius, D., & Jovanka, N. (2023). Pengaruh harga dan promosi terhadap keputusan pembelian konsumen YOU pada Hasanah Mart Air Haji. Jurnal Economina, 2(2), 476-490.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Marlius, D., & Noveliza, K. (2022). Pengaruh harga, kualitas produk dan promosi terhadap keputusan pembelian produk sepatu Converse pada Toko Babee. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 2(1), 255-268.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen Indomie pada PT. Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49-64.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nabilaturrahmah, A., Wiranata, I. A., & Ivona, L. (2021). Pengaruh harga dan promosi Grabfood terhadap keputusan pembelian KFC Grand Wisata di masa pandemi. Jurnal Manajemen, 13(1), 72-80.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nasution, S. L. A., Limbong, C. H., & Ramadhan, D. A. (2020). Pengaruh kualitas produk, citra merek, kepercayaan, kemudahan, dan harga terhadap keputusan pembelian pada e-commerce Shopee (Survei pada mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu). Ecobisma: Jurnal Ekonomi, Bisnis dan Manajemen, 7(1), 43-53.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pratiwi, N. R., & Tjahjaningsih, E. (2020). Pengaruh kualitas produk, citra merek, dan persepsi harga terhadap keputusan pembelian (Studi pada pelanggan Toko Hijab Nadya Collection di Semarang).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Repie, F. A. (2020). Pengaruh komunikasi word of mouth terhadap keputusan pembelian konsumen Famouz Creation Event Organizer (Doctoral dissertation, Unika Soegijapranata Semarang).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Risma, B. S. (2021). Analisis pengaruh faktor budaya, sosial, pribadi terhadap keputusan pembelian pada jasa transportasi bus Damri Pariwisata Candi Borobudur (Skripsi).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Selvia, M. (2022). Pengaruh harga dan kualitas produk terhadap keputusan pembelian produk kosmetik Scarlett Whitening pada mahasiswi Fakultas Ekonomi dan Bisnis. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(4), 320-330.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sriwindarti, S. (2020). Pengaruh persepsi kualitas pelayanan, brand image, dan word of mouth terhadap keputusan pembelian pada transportasi online Grabbike di Ponorogo (Doctoral dissertation, Universitas Muhammadiyah Ponorogo).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sugiyono. (2020). Metode penelitian bisnis. Bandung: CV. Alfabeta.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Susi, N. (2020). Pengaruh faktor budaya, faktor pribadi, dan faktor sosial terhadap keputusan pembelian pada Alfamart Ulak Kemang Ogan Komering Ilir (Doctoral dissertation, Fakultas Ekonomi dan Bisnis Islam).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Taufiq, M., & Utomo, S. B. (2022). Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian mie instan merek Lemonilo. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(6).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ulya, D. W. (2021). Pengaruh citra merek, label halal, dan bauran pemasaran terhadap keputusan pembelian (Studi empiris UMKM Getuk Trio Magelang) (Doctoral dissertation, Universitas Muhammadiyah Magelang).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Winasis, C. L. R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi keputusan pembelian: Harga, promosi dan kualitas produk (Literature review manajemen pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 399-410.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads

Similar Articles

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)