The Influence of Price and Promotion on the Decision to Use Services at Rosebeauty Studio in Pasar Kemis Tangerang Banten

  • Herdina Dwi Cahyani Pamulang University
  • Munarsih Pamulang University
Keywords: Price, Promotion, Purchasing Decisions

Abstract

The purpose of this study was to determine how Price and Promotion Influence the Decision to Use Services at Rosebeauty Studio in Pasar Kemis Tangerang both partially and simultaneously. The method used in this study is an associative method with a quantitative approach. The sampling technique used is the Slovin technique with a sample of 98 respondents. Data analysis using validity tests, reliability tests, classical assumption tests, descriptive analysis, simple regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis testing. The results of this study price has a positive effect on user decisions with the regression equation Y = 18.028 + 0.579 X1. The correlation value of 0.621 means that the two variables have a strong relationship with a determination coefficient of 38.6% while the remaining 61.4% is influenced by other factors. Hypothesis testing obtained t count> t table or (67.765> 1.985). Thus H0 is rejected and Ha is accepted, meaning there is a significant influence between price and decision to use services. Promotion has a positive effect on decision to use services with the regression equation Y = 8.293 + 0.774 X2, the correlation coefficient is 0.754, meaning that both variables have a strong relationship with a determination coefficient of 56.8% while the remaining 43.2% is influenced by other factors. Hypothesis testing obtained a calculated t value> t table or (11.242> 1.985). Thus H0 is rejected and Ha is accepted, meaning there is a significant influence between Promotion and decision to use services. Price and promotion have a positive effect on decision to use services with the regression equation Y = 6.931 + 0.185 X1 + 0.635 X2. The correlation coefficient value or level of relationship between the independent variable and the dependent variable is obtained at 0.768, meaning that it has a strong relationship with a simultaneous determination coefficient value of 58.9% while the remaining 41.1% is influenced by other factors. Hypothesis test obtained F count value > F table or (68.152 > 3.090). Thus H0 is rejected and Ha is accepted. This means that there is a significant simultaneous influence between price and promotion on the decision to use services at Rosebeauty Studio in Pasar Kemis Tangerang.

Downloads

Download data is not yet available.

References

Algifari. (2019). Analisis Regresi untuk Bisnis dan Ekonomi. Yogyakarta: BPFE.

Arikunto, Suharsimi (2019). Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta: Rineka Cipta.

Afifah, O., & Lu’lu’in Nisaa, F. Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Membeli Produk Di Waroeng Spesial Sambal “Ss” Condongcatur Timur Factors That Influence Consumer Decisions To Buy Products In Waroeng Spesial Sambal “Ss” Condongcatur Timur.

Ana Fitria (2017). Pengaruh harga terhadap keputusan menggunakan jasa Klinik Kecantikan dengan kelompok referensi sebagai variabeel moderasi (studi pada pengguna jasa Klinik Kecantikan di Surabaya. Jurnal Manajemen Bisnis Indonesia. Vol 4 no 2

Dian Novia Listiarini (2023). Pengaruh brand image dan promosi terhadap keputusan pembelian pada Grab food di Surabaya. Jurnal studi manajemen dan kewirausahaan. Vol 4 no 3

Fibria Puji Rahayu (2023). Pengaruh brand image dan promosi terhadap keputusan pembelian produk H&M. Jurnal proceding of management. Vol. 10 no 4. 2355-9357

Elma Putri Siswanto (2023). Pengaruh harga dan promosi terhadap keputusan pembelian produk fashion di toko Mourish Shoplist Tulungagung. Jurnal ekonomi. Vol 2 no 7. 1816-1828

Gunawan, S., & Ardyan, E. (2021a). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Mark.On.Id. In Performa: Jurnal Manajemen Dan Start-Up Bisnis (Vol. 6, Issue 2).

Hakim1, L., & Saragih2, R. (2019). Pengaruh Citra Merek, Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Npk Mutiara Di Ud.Barelang Tani Jaya Batam.

Hikmayanti Huwaida (2022). Pengaruh promosi terhadap volume penjualan pada industry kecil mia Lestari Banjarmasin. Jurnal INTEKNA. Vol 22 no 2. Issn 2443-1060

Imam Ghozali (2019). Aplikasi Analisis Multivariate Dengan Program SPSS. Edisi Kelima. Semarang: Badan Penerbit Undip.

Karinina, S. T., & Rustam, T. A. (2023). Pengaruh Promosi, Kemudahan Dan Kepercayaan Terhadap Keputusan Pembelian Pada Marketplace Lazada (Studi Kasus Di Tiban Indah), 5(3).

Laila Dairina (2022). Pengaruh harga terhadap keputusan pembelian produk (studi pada produk sepatu merk Converse). Jurnal ekonomi islam. Vol 7 no 1. 118-134

Marlius, D., & Jovanka, N. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Y.O.U Pada Hasanah Mart Air Haji. Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Y.O.U Pada Hasanah Mart Air Haji, 2(2).

Milano, A., Sutardjo, A., & Hadya, R. (202 ). “Florensia” Kota Sawahlunto Influence Of Product Quality, Price And Promotion On Decision Making Of Batik Clothes In “Florensia” Stores, Sawahlunto City. Jm, 3(1), 13–24.

Mohammad Ramadani. (2019). Pengaruh Kualitas Pelayanan, Promosi Dan Lokasi Terhadap Keputusan Pembelian Di Toko Handphone. Fakultas Ekonomi Dan Bisnis, 1(2).

Mustika Sari, R., & Piksi Ganesha, P. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise), 5(3), 2021.

Manajemen Pemasaran – ir, A., & Shinta,M.P (2018) Manajemen Pemasaran. Http://Www.Ubpress.Ub.Ac.id

Malikal Mulki Octadyla (2023). Penagaruh promosi terhadap keputusan pembelian melalui variabel pengetahuan serta tinjauan dari presfektif ekonomi islam. Jurnal ilmiah ekonomi islam. Vol 9 no 1. 254-267

Ningrum (2023). Pengaruh promosi terhadap keputusan pembelian pakaian pada toko qolsa metro tahun 2022. Jurnal of student researce. Vol 1 no 1. 2963-9859

Santoso, Singgih (2019). Menguasai Statistik Multivariat. Jakarta: PT Elex Media Komputindo.

Sudjana (2018) Metode Statistika, Bandung: Tarsido.

Sugiyono (2020), Metode Penelitian Administrasi : dilengkapi dengan Metode R & D, Bandung: Alfabeta.

Suhartanto (2019). Metode Riset Pemasaran. Bandung: Alfabeta

Yusmelinda Zagoto (2022). Pengaruh citra merk terhadap keputusan pembelian pada aplikasi shoope di wilayah Tangerng Selatan. Jurnal tadbir peradaban. Vol 2 no 1. 2775-1872

Farisi, S., & Siregar, Q. R. (2020). Pengaruh Harga dan Promosi Terhadap Loyalitas Pelanggan Pengguna Jasa Transportasi Online di Kota Medan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(1), 148-159.

Mulyanto, D. (2022). Word Of Mouth, Harga, Kualitas Pelayanan Dan Dampaknya Pada Keputusan Pengguna Jasa Transportasi Gojek Di Kota Surakarta. MUARA: Jurnal Manajemen Pelayaran Nasional, 5(1).

Published
2024-10-31
How to Cite
Cahyani, H. D., & Munarsih. (2024). The Influence of Price and Promotion on the Decision to Use Services at Rosebeauty Studio in Pasar Kemis Tangerang Banten. IJESS International Journal of Education and Social Science, 5(2), 308-319. https://doi.org/10.56371/ijess.v5i2.343