THE IMPACT OF VALUE PRICE AND PROMOTION ON PURCHASE DECISIONS THROUGH CUSTOMER BUYING INTENTION AS AN INTERVENING VARIABLE Agus Ferianto, Galuh Merdekawati, Elisabeth Rotua Simamora, Andhy Tri Adriyanto , Citra Rizkyana
Semarang University
Abstract
The appropriate value pricing and promotion strategies enable businesses to attract consumer interest. Purchase decisions tend to increase if customer buying intention towards a product or service is high. This study aims to develop a comprehensive model and examine the relationships between value price, promotion, and purchase decisions, with customer buying intention as an intervening variable. Previous research gaps exist regarding the impact of value price on purchase decisions and promotion on purchase decisions. The data analysis technique used is quantitative analysis with the assistance of WarpPLS 8.0 software, and data collection is conducted through questionnaires. The population consists of all OTI Fried Chicken consumers, with a sample size of 100 OTI Fried Chicken consumers. The data analysis technique utilizes WarpPLS 8.0 software. The results of this study are: (1) Customer buying intention can be significantly influenced by value price and promotion- (2) Purchase decisions can be significantly influenced by value price but not by promotion, which has no effect- (3) Customer buying intention has a significant influence on purchase decisions- and (4) Customer buying intention successfully serves as an intervening
Keywords: Value price, Promotion, Customer Buying Intention, Purchasing Decision
