Pengaruh Promosi, Harga dan Citra Merek terhadap Keputusan Pembelian Produk Colorbox Palembang Indah Mall

Authors

  • Francisca Wang Universitas Multi Data Palembang , Indonesia
  • Idham Cholid Universitas Multi Data Palembang , Indonesia

Keywords:

Promosi, Harga, Citra Merek dan Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga, dan citra merek terhadap keputusan pembelian produk Colorbox di Palembang Indah Mall. Populasi yang dijadikan objek penelitian adalah konsumen yang telah melakukan pembelian produk Colorbox di mall tersebut. Sebanyak 340 sampel digunakan dalam penelitian ini. Data dikumpulkan melalui penyebaran kuesioner. Analisis data dilakukan dengan menggunakan metode regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel promosi, harga, dan citra merek memiliki pengaruh yang positif dan signifikan baik secara parsial maupun simultan terhadap keputusan pembelian produk Colorbox di Palembang Indah Mall.

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Published

25-03-2025

How to Cite

Wang, F., & Cholid, I. (2025). Pengaruh Promosi, Harga dan Citra Merek terhadap Keputusan Pembelian Produk Colorbox Palembang Indah Mall. Jurnal Pendidikan Tambusai, 9(1), 8940–8944. Retrieved from https://jptam.org/index.php/jptam/article/view/26008

Issue

Vol. 9 No. 1 (2025)

Section

Articles of Research

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Copyright (c) 2025 Francisca Wang

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