Pengaruh Promosi Penjualan dan Harga Terhadap Keputusan Pembelian pada PT. Kharisma Graha Jaya Medan

Abstract

This study aims to determine the Influence of Sales Promotion And Price Against Purchase Decision at PT. Kharisma Graha Jaya Medan. The type of this research is associative that is a research that is asking the relationship between two variables Population in this study is all the entire consumer at PT. Kharisma Graha Jaya Medan, totaling 98 people. And with the sample saturated, then the number of samples in this study amounted to 98 people, namely consumers at PT. Kharisma Graha Jaya Medan Based on t test results can be seen that t arithmetic on promotion variable of 4,090 is greater than t table of 1660 with the probability t ie sig 0.00 is smaller than the limit of significance of 0.005. Based on these values, the promotion variable has a positive and significant effect on the purchase decision variable. And the value of t arithmetic price of 8.057 larger than t table of 1660 with sig 0.000 level smaller than the limit of significance of 0.005 then the price variable partially have a positive and significant influence on the purchase decision variable. Based on F test result, it is obtained F count value 84.323 greater than F table of 3.09 with sig 0,000 <0,05, show Ho rejected and Ha accepted, meaning promotion and price simultaneously have positive and significant influence to purchase decision variable. The value of Adjusted R Square obtained is 0.640. To see the big influence of independent variable to dependent variable by calculating coefficient of determination (KD) = R2 x 100%, so obtained KD = 64%. This figure indicates that 564% of purchasing decisions (dependent variable) can be explained by promotion and price. The remaining 36% is influenced by other factors not described in this study.