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Abstract
ABS-71		 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
Corresponding Author: Agus Ferianto

Question from Dr. Andhy Tri Adriyanto
2024.11.05 12:28:58

What is the novelty of this research

Reply from Mr. Agus Ferianto
2024.11.05 13:31:53

Novelty of the Research: This study brings novelty by examining the
influence of value price and promotion on purchase decisions,
incorporating consumer buying intention as an intervening variable.
Through this innovative approach, the research seeks to fill a gap in
the literature regarding both the direct and indirect relationships of
value price and promotion on purchase decisions.

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