the impact of promotional activities on decisions related to mobile purchases

lati sari dewi

Abstract


The research objectives at Gema Store Cellular Graphic Ciawi were to investigate: 1) The impact of promotions conducted by Gema Cellular Graphic Ciawi; 2) Purchase decisions at Gema Cellular Graphic Ciawi; 3) The effect of promotions on purchasing decisions at Gema Cellular Graphic Ciawi. The research employed a descriptive method, utilizing both primary and secondary data. Simple regression was the chosen analysis tool. The findings indicate that: 1) Promotions at Gema Graphic Cellular Ciawi Stores have a positive impact; 2) Purchase decisions at Gema Graphic Cellular Ciawi Store are favorable; 3) The influence of promotions on purchase decisions at Gema Graphic Cellular Ciawi Stores is quite strong; 4) The hypothesis test results show a significance level of 5%, confirming that promotion significantly affects purchasing decisions at Gema Graphics Cellular. The coefficient value for Promotion Determination on Purchasing Decisions is 28.8%, with the remaining 71.2% influenced by unexplored factors.
Keywords: Promotion, Purchase Decision.

Keywords


Promotion, Purchase Decision

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DOI: http://dx.doi.org/10.25157/jmr.v9i5.13345

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