ANALISIS PENGARUH PENETAPAN HARGA DAN PROMOSI TERHADAP MINAT DAYA BELI KONSUMEN DI PASAR TRADISIONAL

Abstract

The purpose of this study was to determine the effect of price and promotion on consumer
purchasing power in traditional markets. Data collection methods included distributing
questionnaires to 64 traditional market buyers. Data analysis used SPSS version 24. The sampling
technique used was a survey and questionnaire distribution to employees. The data were tested
using the Simple Random Sampling method. Data analysis used Validity Test, Reliability Test,
Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination Test,
t-test, and F-test. The adjusted R2 coefficient of determination test yielded a value of 0.810, or 81%.
This indicates that 81% of consumer purchasing power is influenced by price and promotion
variables, while the remaining 19% is influenced by other variables. The t-test showed that the
calculated t-value for the price variable was 2.497 and the promotion variable was 2.211, which
is greater than the t-table value of 1.960, with probability levels of 0.016 and 0.032, respectively,
indicating that they are less than the alpha probability of 0.05. Therefore, partially, the price and
promotion variables significantly influence consumer purchasing power in traditional markets.
The F-test yielded a calculated F-value of 81.474, greater than the F-table value of 2.44, with a
significance level of 0.000, less than the alpha probability level of 0.05. Therefore, simultaneously,
the price and promotion variables significantly influence consumer purchasing power.