The Effect of Selling Price and Sales Promotion on Decision to Purchase of Sony Brand Home Theater Products

Abstract

The purpose of this study was to examine and analyze the effect of selling prices and sales promotions on the decision to purchase SONY brand home theater products. This study uses data collection methods by publishing questionnaires with samples taken from 75 respondents. The data of this study are Home Theater consumers at Hypermart Karawaci stores on electronic counters for 3 months from October to December 2016. The sampling used was purposive sampling technique which was takenfromthepopulationforasampleof150people.Thedataanalysistechniqueuses multiple regression analysis techniques. The results showed that partially the selling price had a positive and significant effect on the decision to purchase SONY brand home theater products. Sales promotion partially has a positive and significant effect on the decision to purchase SONY brand home theater products. Selling Prices and Sales Promotions simultaneous have a significant effect on the decision to purchase SONY brand Home theater products with a coefficient of determination (R2) of 0.258. Research contributions show that Selling Prices and Sales Promotions can confirm marketing theories, selling prices and sales promotions.