Pengaruh Harga dan Promosi terhadap Keputusan Pembelian pada Produk So Klin Liquid di Kabupaten Bandung

Abstract

Competition between household product brands is increasing, including in the liquid detergent category such as So Klin Liquid. In these conditions, companies need to understand the factors that influence consumer purchasing decisions. This research was conducted to examine the extent to which price and promotion influence purchasing decisions for So Klin Liquid products in Bandung Regency, considering that these two aspects are an important part of a marketing strategy that can influence people's buying interest. With a quantitative approach, this study involved respondents of So Klin Liquid users spread across Bandung Regency. Data collection was carried out through distributing questionnaires, and analyzed using validity, reliability, classical assumption tests, multiple linear regression analysis, and t tests and F tests. The results showed that price and promotion together had an effect on purchasing decisions. In addition, price has a stronger influence than promotion in influencing purchasing decisions. From these findings, it is concluded that price and promotion are important factors in encouraging consumers to buy products. Therefore, companies are advised to be more careful in setting prices that are in accordance with people's purchasing power and developing attractive and targeted promotional strategies. This research is expected to be a reference for businesses in developing effective and sustainable marketing strategies.