THE EFFECT OF PRICE, SALES PROMOTION AND BRAND ON CUSTOMER BUYING DECISION OF PT MATAHARI DEPARTMENT STORE TBK TO BE IMPLEMENTED AT MAGNUM BACHELOR COMPANY

Abstract

The writing of this research is motivated by the problems that occur in retail fashion business PT. Matahari Department Store Tbk. that experienced decline in its sales. The problem in this research is based on the factors that affect the sales of the company. Thus, the study will emphasize three variables which are, price, sales promotion, and brand on purchase decision. The aim of this research is to analyze the influence of price, sales promotion, and brand toward consumer purchase decision at PT. Matahari Department Store Tbk. The sample used in this study consists of 100 people. This study uses a questionnaire in the form of a Likert scale and the data is analyzed quantitatively using SPSS version 26.0. The results of this research indicate that price, sales promotion, and brand significantly influence online purchase decision at PT. Matahari Department Store Tbk.