DETERMINAN HARGA DAN PROMOSI WARISAN BANGSA DALAM BENTUK WAYANG UWUH TERHADAP KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.31848/jkri.v3i2.4736Keywords:
Price, Promotion, Purchasing DecisionAbstract
This study aims to determine the pricing of Wayang Uwuh Jogjakarta, its promotion, and the influence of price and promotion on purchasing decisions. This study employed descriptive and verification methods. The population consisted of consumers from the previous year, using a saturated census sampling technique, resulting in a sample size of 35 respondents. The analytical tool used was path analysis with the help of IBM SPSS 26 software. The results show that both price and promotion, partially and simultaneously, have a significant effect on purchasing decisions. The calculated F-value (136.734) is greater than the F-table (3.07), and the t-values for both variables also exceed the t-table. It can be concluded that the better the price and promotion strategies implemented, the higher the customer's purchasing decision
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