Pengaruh Promosi Penjualan “Purchase With Purchase” Terhadap Motivasi Belanja Dan Keputusan Pembelian

  • Sadana Devica Politeknik Universitas Surabaya
DOI: https://doi.org/10.37477/bip.v11i1.9
Keywords: promotion, hedonic, utilitarian, purchasing decision

Abstract

The aim of this study is to analyze the effect of "purchase with purchase" promotion on shopping motivation and consumer purchasing decisions. This research was conducted on 150 respondents by answering the questions posed in the questionnaire which was divided into three case simulations. Analysis of data processing in this study uses a regression method which includes correlationanalysis, t test and F test. The results of processing respondents' answers indicate that "purchase with purchase" promotion has a significant and positive effect on hedonic purchase motivation, utilitarian purchase motivation, and consumer purchasing decisions. In addition, the results of this study indicate that "purchase with purchase" promotions have a greater influence on utilitarian purchase motivation.

Author Biography

Sadana Devica, Politeknik Universitas Surabaya

Program Studi Manajemen Pemasaran 

Jalan Ngagel Jaya Selatan 169, Surabaya

Published
2019-01-31
How to Cite
Devica, S. (2019). Pengaruh Promosi Penjualan “Purchase With Purchase” Terhadap Motivasi Belanja Dan Keputusan Pembelian. BIP’s JURNAL BISNIS PERSPEKTIF, 11(1), Program Studi Manajemen Pemasaran Politeknik Ubaya Jalan Ngagel Jaya Selatan 169, Surabaya. https://doi.org/10.37477/bip.v11i1.9
Issue
Vol. 11 No. 1 (2019): Januari
Section
Articles

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