PERAN PROMOSI SEBAGAI VARIABEL INTERVENING PADA KEPUTUSAN PEMBELIAN PENGGUNA OPPO SMARTPHONE

Authors

  • Feliks A.B.K. Panjaitan Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Surabaya
  • Hotman Panjaitan Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.30996/jem17.v6i2.5817

Keywords:

product quality, price perception, promotion, buying decision

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.

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References

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).

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Published

2021-11-29

Issue

Vol. 6 No. 2 (2021)

Section

Articles

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