THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2019-03-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1441 |
| _version_ | 1828850008734040064 |
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| author | Nugroho Setio Aji Achmad Helmy Djawahir Ainur Rofiq |
| author_facet | Nugroho Setio Aji Achmad Helmy Djawahir Ainur Rofiq |
| author_sort | Nugroho Setio Aji |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-12T23:03:14Z |
| format | Article |
| id | doaj.art-c9dbedb551f647a59d3db94d857f3a81 |
| institution | Directory Open Access Journal |
| issn | 1693-5241 2302-6332 |
| language | English |
| last_indexed | 2024-12-12T23:03:14Z |
| publishDate | 2019-03-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj.art-c9dbedb551f647a59d3db94d857f3a812022-12-22T00:08:46ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322019-03-0117110.21776/ub.jam.2019.017.01.17984THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATIONNugroho Setio Aji0Achmad Helmy Djawahir1Ainur Rofiq2Master of Management, Faculty of Economics and Business Universitas BrawijayaFaculty of Economics and Business Universitas BrawijayaFaculty of Economics and Business Universitas BrawijayaThis 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.https://jurnaljam.ub.ac.id/index.php/jam/article/view/1441ProductPromotionPurchase MotivationPurchase DecisionConsumer behaviour |
| spellingShingle | Nugroho Setio Aji Achmad Helmy Djawahir Ainur Rofiq THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION Jurnal Aplikasi Manajemen Product Promotion Purchase Motivation Purchase Decision Consumer behaviour |
| title | THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION |
| title_full | THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION |
| title_fullStr | THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION |
| title_full_unstemmed | THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION |
| title_short | THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION |
| title_sort | influence of products and promotions on purchasing decisions mediated in purchase motivation |
| topic | Product Promotion Purchase Motivation Purchase Decision Consumer behaviour |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1441 |
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