Proceedings of the Conference on Global Research on Sustainable Transport (GROST 2017)

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CUSTOMERS' PERCEPTION ON PROMOTION AND PRICE RELATED TO BUYING DECISION (A CASE STUDY AT PT GARUDA INDONESIA)

Authors
Mustika Sari, Deslida Saidah, Rr. Endang Wahyuni, Luth Mafrudhoh
Corresponding Author
Mustika Sari
Available Online November 2017.
DOI
10.2991/grost-17.2018.16How to use a DOI?
Keywords
Promotion, Price, Buying Decision, Correlation and Regression
Abstract

The purpose of this research is to find out the customers' perception about the relationship between promotion and price with buying decision. The research was done at PT Garuda Indonesia in 2015. In analyzing data, the authors used quantitative method, by employingmultiple regression technique. The research data were gathered through spreading Likert scale questionnaires to 40 people. , The instrument was tested with validity and reliability test before being spread to the respondents. The results show that the value of r for X1 is 0.588 which means there is a medium relationship between variables X1 and Y, variable X2 of 0.639 illustrates there is a positive and strong relationship to Y variable. Promotion and Price have a strong relationship with the decision to buy with an F value of 18,686. The value of R2 is 50.3% means that variation of buying decision can be explained from promotion and price 50.3% while the other 49.7% is determined by other factor. The result of this research is that buying decision is related to promotion effort and price either by itself (partial) or together (stimulant).

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Conference on Global Research on Sustainable Transport (GROST 2017)
Series
Advances in Engineering Research
Publication Date
November 2017
ISBN
10.2991/grost-17.2018.16
ISSN
2352-5401
DOI
10.2991/grost-17.2018.16How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

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TY  - CONF
AU  - Mustika Sari
AU  - Deslida Saidah
AU  - Rr. Endang Wahyuni
AU  - Luth Mafrudhoh
PY  - 2017/11
DA  - 2017/11
TI  - CUSTOMERS' PERCEPTION ON PROMOTION AND PRICE RELATED TO BUYING DECISION (A CASE STUDY AT PT GARUDA INDONESIA)
BT  - Proceedings of the Conference on Global Research on Sustainable Transport (GROST 2017)
PB  - Atlantis Press
SP  - 176
EP  - 185
SN  - 2352-5401
UR  - https://doi.org/10.2991/grost-17.2018.16
DO  - 10.2991/grost-17.2018.16
ID  - Sari2017/11
ER  -