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.v4i3.6970

Authors

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

DOI:

https://doi.org/10.30640/jmcbus.v4i3.6970

Keywords:

Consumer Interest, Embroidery Business, Price, Promotion, Sales Volume

Abstract

This study aims to determine the influence of price and promotion on consumer interest at CV. ABCD in the embroidery business. The main problem is that promotional activities carried out by CV. Adhitama as an embroidery service provider are not yet widely known by individual customers and companies, while competitors in the same field actively conduct intensive promotion and publication through print media such as newspapers and tabloids as well as electronic media, which has led to a decline in interest in using embroidery services and a decrease in sales volume. This study employs a quantitative approach using primary data obtained from respondents. The results show that, partially, both price and promotion have a significant effect on consumer interest, as evidenced by t-test results where the calculated t-value for price (31.988) and promotion (38.815) are greater than the t-table value (2.03011). Simultaneously, both variables also have a significant effect, as shown by the F-test result (3252.406 > 2.5). The coefficient of determination (R²) is 0.995, indicating that 99.5% of consumer interest is explained by price and promotion, while 0.5% is influenced by other factors. Furthermore, price is the most dominant variable affecting consumer interest with a standardized beta value of 0.515.

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