Pengaruh Promosi Penjualan Dan Persediaan Terhadap Keputusan Pembelian Dengan Harga Sebagai Variabel Mediasi Studi Pada Pelanggan Toko “Salah Parkir” Classic Part & Custom Kota Metro

Abstract

In order to win the competition, each entrepreneur carries out their own marketing strategy,
among the marketing strategies that are generally implemented by each company include
increasing sales promotions and providing complete stock and types of goods so that buyers
will not move to another shop that has complete stock of goods. Apart from that, setting
competitive prices is also the key to winning the competition, because price is one of the main
considerations for consumers in determining where they will shop. This research aims to
determine the effect of sales promotions and inventory on purchasing decisions with price as
a mediating variable for customers of the Classic Part & Custom Part & Custom Shop in
Metro City. The research design is quantitative research or verification research. The object
of this research is sales promotion, inventory and purchasing decisions with price as a
mediating variable. The research population and sample were customers of the "Salah
Parkir" Classic Part & Custom Shop in Metro City with a total sample of 96 people. Data
collection techniques use questionnaires. The Analitical Tool used is data quality analysis and path analysis using the SPSS program. The research results show that sales promotions,
inventory and price have a significant direct effect on customer purchasing decisions. Sales
promotions and inventory have a direct and significant effect on prices. Price significantly
mediates the influence of sales promotions and inventory on customer purchasing decisions
at the "Salah Parkir" Clasics Part & Custom Shop in Metro City