Pengaruh Strategi Pemasaran dan Harga terhadap Keputusan Pembelian pada Counter Produk Wardah di Yogya Mall Brebes

Abstract

This research aims to examine how pricing and marketing strategies influence consumer purchasing decisions at the Wardah product counter at Yogya Mall Brebes. The population in this study were consumers who made purchases at the Wardah Counter at Yogya Mall Brebes with a total population of 230 people. The number of samples used was 58 respondents taken as many as 25% of the total population. Data collection was carried out through distributing questionnaires to consumers of Wardah products. The analysis techniques used include respondent demographics, instrument testing (validity test, reliability test), classical assumption test (normality test, multicollinearity test, autocorrelation test, heteroscedasticity test), regression test (multiple linear regression) and hypothesis testing (F test and f test). t), The research results show that marketing strategy (X₁) and price (X₂) variables have a positive and significant effect on purchasing decisions.