PERAN PROMOSI SEBAGAI VARIABEL INTERVENING PADA KEPUTUSAN PEMBELIAN PENGGUNA OPPO SMARTPHONE
Abstract
This study aims to find clarity about the role of promotion as a mediating variable on the relationship between product quality and price perception with purchasing decisions, by designing and forming a research model. This research approach is quantitative, explanatory. The population in this study were users of oppo smartphones in Surabaya. The research sample was 150 respondents who were determined using the non-probability method and purposive sampling. The analysis technique uses SEM Pls. The results showed that the research model was accepted with a Q-Square value of 0.573. This study also shows clarity that: product quality has no effect on promotion. Perception of price has an effect on promotion, and promotion has an effect on purchasing decisions. The results also explain that: the promotion variable acts as a positive mediation on the relationship between product quality and price perception with purchasing decisions.Downloads
References
Angraini, D., & Harwani, Y. (2020). The Effect Of Product Quality, Price Perception, And Promotion Of Purchasing Decisions In Sari Roti In West Jakarta. Advances In Economics, Business And Management Research. Vol 120. 296-301, 6.
Aprisal, D. (2017). Pengaruh Kualitas Produk, Harga, Promosi Dan Lokasi Terhadap Keputusan Pembelian. Journal Of Management, 5(3), 815-826.
Asrinta, P. S. (2018). The influence of sales promotion and store atmosphere towards impulse buying with shopping emotion as intervening variable. Journal of Research in Management, 1(2).
Astary, Y., & Kodrat, D. S. (2021). The Effect of Promotion Mix on the Purchasing Decisions of Kaluna Living Pillows with Brand Awareness as an Intervening Variable. KnE Social Sciences, 415-428.
Cuong, D. T. (2021, April). The Impact of Promotion and Price Perception on Buying Decision and Repurchase Intention Through Online Shopping. In Computer Science On-line Conference (pp. 238-250). Springer, Cham.
Havidz, H. B. H., & Mahaputra, M. R. (2020). Brand Image And Purchasing Decision: Analysis Of Price Perception And Promotion (Literature Review Of Marketing Management). Dinasti International Journal of Economics, Finance & Accounting, 1(4), 727-741.
Hawkins, del I., Mothersbaugh, David L., and Best, Roger J. (2007). Consumer Behavior, 10th Edition. Mc Graw Hill Australia.
Imaningsih, E. S. (2018). The model of product quality, promotion, price, and purchase decisions. Jurnal Ekonomi, 23(2).
Juniantara, I. M. A., & Sukawati, T. G. R. (2018). Pengaruh Persepsi Harga, Promosi, Dan Kualitas Pelayanan Terhadap Kepuasan Dan Dampaknya Terhadap Loyalitas Konsumen. E-Jurnal Manajemen Universitas Udayana, 7(11), 5955.
Khoiro, F., Rachma, N., & Hufron, M. (2019). Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian Dengan Viral Marketting Sebagai Variabel Intervening (Studi Pada Konsumen Warung Siji House And Resto Malang). Jurnal Ilmiah Riset Manajemen, 8(13).
Kotler, Philip dan Gary Amstrong (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson.
Kotler, Philip and Kevin Lane Keller, (2016). Marketing Managemen, 15th Edition,. Pearson Education,Inc.
Limpo, L., Rahim, A., & Hamzah, H. (2018). Effect of product quality, price, and promotion to purchase decision. IJoASER (International Journal on Advanced Science, Education, and Religion), 1(1), 9-22
Panjaitan, F. A. B. K., Andjarwati, T., Sumiati, S., & Panjaitan, H. (2019). The Influence of Quality of Services, Innovation of Products, Prices and Trust on Customer Satisfaction Telkomsel In Surabaya.
Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy (8th ed.). Singapore: McGraw-Hill.
Poluakan, W. S., Tewal, B., & Tawas, H. (2017). Analisis Pengaruh Persepsi Harga, Produk, Promosi, Dan Tempat Terhadap Keputusan Pembelian Sepeda Motor Yamaha Vixion (Studi Kasus Pada Konsumen Pengguna Di Amurang). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(2).
Rangkuty, Freddy (2008). The Power Of Brand Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek. Jakarta: PT. Gramedia Pustaka Utama.
Safitri, N. A. (2016). Peran Promosi Dan Kualitas Pelayanan Sebagai Variabel Moderating Dalam Keputusan Pembelian Jasa Kantor Pos Kota Palangka Raya. Jurnal Al-Qardh, 1(1), 61-73.
Subagyo, G. E., Rukmini, M., & Limantara, A. D. (2021). The Effect of Promotion Through Social Media on Purchase Decision with Viral Marketing as an Intervening Variable.
Sujarwo, J. E. A., & Matruty, E. S. H. R. (2021). The Effect Of Product Promotion And Innovation On Purchase Decisions At Prices As Intervening Variables. International Journal of Social Science and Business, 5(2).
Tjiptono, Fandy (2016). Service, Quality & satisfaction. Yogyakarta. Andi
Walukow, A. L. P., & Mananeke, L. (2014). Pengaruh kualitas produk, harga, promosi dan lokasi terhadap keputusan Pembelian konsumen Di Bentenan Center Sonder Minahasa. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3).
Authors whose manuscript is published will approve the following provisions:
- The right to publication of all journal material published on the JEM17: Jurnal Ekonomi Manajemen website is held by the editorial board with the author's knowledge (moral rights remain the property of the author).
- The formal legal provisions for access to digital articles of this electronic journal are subject to the terms of the Creative Commons Attribution-ShareAlike (CC BY-SA) license, which means JEM17: Jurnal Ekonomi Manajemen reserves the right to store, modify the format, administer in the database, maintain and publish articles without requesting permission from the Author as long as it keeps the Author's name as the owner of Copyright.
- Printed and electronically published manuscripts are open access for educational, research, and library purposes. In addition to these objectives, the editorial board shall not be liable for violations of copyright law.
