THE INFLUENCE OF PRICE PERCEPTION AND PROMOTION  ON ANDROID SMARTPHONE PURCHASE DECISIONS

Risky Al Haddid; Teuku Zulkarnaen; Jullimursyida; Halida Bahri

doi:10.54443/ijset.v3i12.605

THE INFLUENCE OF PRICE PERCEPTION AND PROMOTION ON ANDROID SMARTPHONE PURCHASE DECISIONS

Risky Al Haddid

Teuku Zulkarnaen

Jullimursyida

Halida Bahri

This research is to determine and analyze the influence of price and promotion on Android smartphone purchasing decisions among Malikussaleh University Management Students. The sample technique used in sampling is a non-probability sampling method with a purposive sampling technique, namely sampling based on certain criteria. The data collection method in this research uses a questionnaire, namely to obtain data that is relevant, reliable, objective and can be used as a basis for the analysis process. The population in this study is all management students who use Android smartphones, because the number of management students who use Android is not known for certain, the population used is not known for certain. The data analysis method used is multiple linear regression. The results of this research show that the t test on the Price variable (X1) has a value greater than , namely (3.122 > 1.660), so it can be concluded that partially the Price variable (X1) influences the Purchase Decision (Y) of Android Smartphones (Case Study Malikussaleh University Management Student), the Promotion variable (X2) has a value greater than , namely (3,285 > 1,660), so it can be concluded that partially the Promotion variable (X2) influences the Purchase Decision (Y ) of Android Smartphones (Case Study of Management Students Malikussaleh University), and the results of the F test show that the significance value is 0.000 < 0.05 and the value of Fcount is 17.257 > Ftable 2.46 so it can be concluded that Price (X1) and Promotion (X2) have a significant simultaneous effect on Purchasing Decisions (Y).

Keywords: Price, Promotion, and Purchasing Decisions

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