ANALISIS PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JAMUR TIRAM AGRO SENTOSA RAYA

Abstract

Agro Sentosa Raya need to study the factor that will be affect towards oyster mushroom buying decision which could be an efective way to compete with the competitors. Price and promotion are also need to be studied which is related towards oyster mushroom buying decision. This studyaimed to determine the effect of price and promotion on Agro Sentosa Raya’s oyster mushroom purchasing decisions. There are 3 variables, which are: price (X1), promotion (X2), and buying decision (Y). The sample in this study were all consumers of Agro Sentosa Raya who had made a purchase, which are 38 people. The data analysis techniques used in this study is the multiple linear regression. The results showed that the price (X1) and promotion (X2 had a significant influence on purchasing decisions.