Analysis of the Influence of Price and Promotion on Consumer Interest: Case Study in CV. ABCD in Surabaya City

Dadang Kustian Prastowo; Fadjar Budianto; Enny Istanti; I Gde Wiyasa; Achmad Daengs GS; Dody Suhermawan

doi:10.30640/jmcbus.v4i3.6145

Authors

Dadang Kustian Prastowo Universitas 45 Surabaya
Fadjar Budianto Universitas 45 Surabaya
Enny Istanti Universitas Ubhara Surabaya
I Gde Wiyasa Universitas 45 Surabaya
Achmad Daengs GS Universitas 45 Surabaya
Dody Suhermawan Universitas Muhammadiyah Gresik

DOI:

https://doi.org/10.30640/jmcbus.v4i3.6145

Keywords:

Consumer Interest, Embroidery Business, Price, Promotion, SPSS Analysis

Abstract

This study aims to determine the influence of price and promotion. Against Consumer Interest At CV. ABCD In Activities Business Embroidery . Problems faced moment This is promotions carried out by CV. Adhitama as producer service work art embroidery not enough well known to customers individual and company . Meanwhile company competitors move in the same field with intense do promotion and publication through print media Good insert newspapers , tabloids and through electronic media . This is evidenced by the results of the t-test using SPSS software, where the calculated t-value for the price variable (31.988) exceeds the t-table value (2.03011), and the calculated t-value for the promotion variable (38.815) also surpasses the t-table value. Simultaneously, the price and promotion variables are proven to have a significant influence on consumer interest. This is demonstrated by the F-test result, where the calculated F-value of 3252.406 is greater than the F-table value of 2.5. Furthermore, the correlation coefficient (R) is 0.998, and the coefficient of determination (R²) is 0.995. These results imply that 99.5% of the variation in consumer interest at CV. ABCD in the embroidery business is explained by the influence of price and promotion, while the remaining 0.5% is attributed to other variables not examined in this study. Moreover, the analysis reveals that the price variable has the most dominant influence on consumer interest. This is supported by the standardized regression coefficient (Standardized Coefficients Beta) value of 0.515, which is higher than that of the other variables.

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