Pengaruh Persepsi Harga Dan Promosi Terhadap Minat Beli Konsumen PT. Semen Indonesia

Kurniawan, Dzikri (2025) Pengaruh Persepsi Harga Dan Promosi Terhadap Minat Beli Konsumen PT. Semen Indonesia. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

ABSTRACT This research aims to analyze the influence of price perceptions and promotions on PT consumers' buying interest. Semen Indonesia in the city of Surabaya. Using a quantitative approach and survey method, data was collected through a Likert scale-based questionnaire from 100 respondents selected by accidental sampling. Data analysis uses the Partial Least Squares (PLS) technique. The research results show that price perception (path coefficient value 0.417; p<0.05) and promotion (path coefficient value 0.389; p<0.05) have a significant positive effect on consumer buying interest. The research model was able to explain 50.6% of the variance in consumer purchasing interest, with the largest contribution coming from price perceptions. These results confirm previous research that competitive prices and effective promotional strategies can increase purchasing interest Keywords: Price Perception, Promotion, Purchase Interest, PT. Indonesian Cement

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorZawawi, ZawawiNIDK196207282021211001Zawawi.ma@upnjatim.ac.id
Subjects: H Social Sciences > HC Economics
Divisions: Faculty of Economic > Departement of Economics
Depositing User: Tn Dzikri Kurniawan
Date Deposited: 17 Jan 2025 02:32
Last Modified: 17 Jan 2025 02:32
URI: https://repository.upnjatim.ac.id/id/eprint/33973

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