Pengaruh Promosi dan Motivasi Terhadap Keputusan Pembelian Franchise Minuman di Palembang

Devi Apriyani, Sharlene Fellycia

Abstract

This study aims to analyze the effect of promotion and motivation on purchasing decisions for beverage franchises in Palembang partially and simultaneously. The sampling method used in this study was nonprobability sampling with purposive sampling technique with a sample size of 50 respondents. The data used is primary data with the data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression test, t-test and F-test using the SPSS program. The results of this study indicate that the partial test of promotion and motivation variables has a significant effect on purchasing decisions. Simultaneous test proves that the independent variables are promotion and motivation have an effect on the dependent variable purchasing decisions.

Keywords

Promotion, Motivation, Purchasing Decisions.

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References

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DOI: https://doi.org/10.5281/zenodo.12696677

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