PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HIJAB ZOYA (STUDI KASUS PADA OUTLET ZOYA PASAR BARU, BANDUNG, JAWA BARAT)

Doni Martin, 1515.1111.735, The Effect of Prices and Promotions on Zoya Hijab Purchasing Decisions (case study at Zoya outlet, Pasar Baru, Bandung, West Java). 107 pages, 44 tables, 5 pictures, Jakarta 2019.
This study discusses the effect of prices and promotions on the decision to purchase Hijab Zoya. The purpose of this study was to determine how much influence the price and promotion of the zoya hijab purchase decision. This research was conducted at the Outlet Zoya Pasar Baru branch, Bandung, West Java, when the study was conducted from June to August 2019. This research uses the literature method and field method.
The results showed a significant influence of price variables on purchasing decisions because of the results of the T test where t arithmetic> t table (2.253> 1.66055), and there was a significant influence of promotion variables on purchasing decisions where t arithmetic> t table ( 2,012> 1,66055). It can be concluded that there is a significant influence between price variables on purchasing decisions from the results of the coefficient of determination (KD) test the magnitude of the effect of prices on purchasing decisions 4,9% and the influence of promotions on purchasing decisions has an influence of 4%.
Reference List: 12 Books, 8 Journals, 5 internet sources, Advisors: Zurlina Lubis and Kaswandi Z
Keywords: Price, Promotion, Purchase Decision.