The Influence of Price, Sales Promotion, and Advertisement on Consumers’ Buying Decision at Kitoz Store Paiton, Probolinggo Regency

Abstract

This study aims to examine the influence of price, sales promotion, and advertisement on consumers’ buying decisions at Kitoz Store Paiton, Probolinggo Regency. This research employed a quantitative approach with an explanatory research design. The population consisted of consumers of Kitoz Store in Paiton, Probolinggo, with a population size of 2,000 consumers. Using purposive sampling and the Slovin formula, 100 respondents were selected as the research sample. Primary data were collected through questionnaires using a five-point Likert scale. The data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that price has a positive and significant effect on consumers’ buying decisions, with a regression coefficient of 0.249 and a significance value of 0.002. Sales promotion also has a positive and significant effect, with a coefficient of 0.404 and a significance value of 0.000. Advertisement has a positive and significant effect on buying decisions, with a coefficient of 0.306 and a significance value of 0.004. Simultaneously, price, sales promotion, and advertisement significantly influence buying decisions, as indicated by an F-value of 41.584 and a significance value of 0.000. The adjusted R-square of 0.593 indicates that the three independent variables explain 59.3% of the variation in consumers’ buying decisions, while the remaining 40.7% is explained by other factors outside the research model.