The Influence of Products and Promotions on Purchasing Decisions Mediated in Purchase Motivation

Abstract

This study aims to test and analyze the effect of product and promotion on buying decision mediated purchasing motivation. This research is quantitative research with explanatory research approach. This research is conducted on a fixed consumer who partnered with PT. TrakindoUtama Surabaya more than three years amounted to 58 respondents. Data collection using questionnaire and literature review with WarpPLS version 6.0 analysis tool. The results of the study showed that the direct effect of product influence on purchase motivation and the influence of promotion on purchasing motivation had a strong significant influence. Furthermore, the influence of the product on purchasing decisions and the influence of promotion on purchasing decisions have a significant weak influence. Next, the effect of purchasing motivation on purchasing decisions has a significant weak influence. Also, indirectly the motivation of purchase can mediate the effect of the product on purchasing decisions because it has a strong significant influence. However, the indirect effect of purchase motivation cannot mediate the influence of promotion on purchasing decisions, because it has a weak significant influence.

Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian

“…Pengaruh positif dan signifikan promosi terhadap keputusan pembelian telah dibuktikan oleh peneliti terdahulu antara lain: (Erlangga et al, 2020) dan (Batu et al, 2020). Namun, penemuan (Aji, N. S., Djawahir, A. H., & Rofiq, 2019) tidak sejalan dengan penelitian tersebut.…”

“…Hal ini senada dengan penelitian terdahulu seperti (Erlangga et al, 2020) dan (Batu et al, 2020). Namun penelitian ini tidak sejalan penelitian (Aji, N. S., Djawahir, A. H., & Rofiq, 2019) yang menemukan bahwa variabel promosi tidak berrpengaruh signifikan terhadap variabel keputusan pembelian. Namun meskipun berhasil membuktikan bahwa terdapat pengaruh positif dan signifikan antara variabel promosi dan variabel keputusan pembelian, taraf menjelaskan variabel promosi terhadap variabel keputusan sangat rendah, yaitu 0,000.…”

Measurement of Cosmetic Purchasing Decisions Using Brand Image and Consumer Trust

“…Everything that is done can give hope according to the risk that is accepted. According to (Havidz & M. Rizky, 2020;Aji et al, 2019), purchase decisions include personal actions in the form of preferences for brands contained in the chosen combination. Consumers have a desire to create intentions in choosing the selected brand.…”

Consumer behavior to Thai fruit consumption during COVID-19 pandemic in Jakarta, Indonesia

“…This implies that tasting and satisfaction with product quality encourage consumers to buy the product. Such promotion type as booth table that provides a free fruit taste for instance, can increase consumer interest, and make them curious enough to buy the products (Halim & Radianto, 2016;Aji et al, 2018). Yosini (2011) pointed out that 59% of respondents chose to buy imported fruit because they saw other people buying the fruit from promoted events.…”

“…The right information allows the farmer or seller to produce goods that respond to the real needs of the buyer. Sellers can develop marketing strategies, for example, the promotion of free fruit to get a real experience, to increase consumer interest and attract potential customers (Yuliantoro et al, 2019) to buy the products offered (Aji et al, 2018).…”