The Effect of Prices and Promotions on Purchase Decisions on Cement at PT. Semen Baturaja (Persero), Tbk

Abstract

Purchase decisions are actions taken by consumers to make a product purchase. This research has purpose to analyze how much influence prices and promotions on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk and the dominant influential variables. The sample numbers in this research by using 150 (one hundred fifty) respondents. The technique used in sampling of this research was purposive sampling. The method of analysis is by using multiple linear regression analysis. The results of the analysis in this research indicate that the price and promotion variables have a positive value and significant effect on purchase decisions and independent variable that has a positive value, significant influence and dominant influence is the price variable on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk.