PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PRODUK MINUMAN TEH GELAS DI KOTA PEKANBARU

Abstract

This study aims to determine how the effect of price perceptions and promotions on buying interest and purchasing decisions for tea drinks in Pekanbaru. The population in this study was the entire Pekanbaru community who had drank an unknown amount of Teh Gelas beverage products. The sampling technique used is non-probability sampling using the purposive sampling method, where the researcher determines the sampling by setting special characteristics that are in accordance with the research objectives so that it is expected to be able to answer research problems. The number of samples in this study were 117 respondents. The data analysis used is path analysis which is processed with the SPSS version 21 program. The results showed that 1) Price Perception had a positive and significant effect on Purchase Intention, 2) Promotion had a positive and significant effect on Purchase Intention, 3) Price Perception had a positive and significant effect on Purchase Decisions, 4) Promotion had a positive and significant effect on Purchase Decisions, 5) Buying Inte rest has a positive and significant effect on Purchase Decisions, 6) Price Perception has a positive and significant effect on Purchase Decisions through Buying Interest, 7) Promotion has a positive and significant effect on Purchase Decisions through Buying Interest.

Keywords: Price Perception, Promotion, Purchase Intention, Purchase Decision