The Analysis of Price and Promotion Influence Toward Purchasing Decision in Athalia Daily Spa and Slimming Banyuwangi Jawa Timur

Abstract

Athalia had not analyzed the influence of price and promotion to purchase decision of Athalia’s services before. The purpose of this research was to analyze price and promotion’s affection simultaneously to purchasing decision of Athalia’s services, to analyze price’s affection partially to purchasing decision, and to analyze promotion’s affection partially to purchasing decision, to make the best strategy for the future. This research used quantitative research method with the questionnaire for the respondents. The sampling method was Proportional Stratified Sampling. The conclusion of this research was price (X1) and promotion (X2) simultaneously affected purchasing decision, price partially affected purchasing decision, and promotion partially affected to purchasing decision. The limitation of this research was the result of determination coefficients (R2), gave the information only 30.7% purchasing decision (Y) had been affected by price (X1) and promotion (X2). The other limitation was this research had not discussed more about Publicity because Athalia had never done the Publicity itself.