Pengaruh Promosi Dan Perilaku Konsumen Terhadap Keputusan Pembelian

Abstract

This research aims to examine the influence of promotions and consumer behavior on

purchasing decisions at the self-service Muhammadiyah Business Center (MBC) in Metro

City. This research is quantitative. In this study, the population was consumers who had

visited MBC Metro City, with a sample of 70 respondents. The sampling technique used was

accidental sampling, with the criteria being consumers who had previously purchased at

MBC Metro City and who were at least 17 years old. Primary data was obtained from

distributing questionnaires to 70 MBC consumers. Data collection techniques in this

research used questionnaires and documentation as well as multiple linear regression

analysis. The results of the research show that Promotion has a partial and significant

influence on Purchasing Decisions at the Muhammadiyah Business Center (MBC) in Metro

City, Consumer Behavior has a partial and significant influence on Purchasing Decisions at

the Muhammadiyah Business Center (MBC) in Metro City, and Promotion and Consumer

Behavior simultaneous and significant influence on purchasing decisions at the

Muhammadiyah Business Center (MBC) in Metro City.