The Effect of Selling Price and Sales Promotion on Decision to Purchase of Sony Brand Home Theater Products
Abstract
The purpose of this study was to examine and analyze the effect of selling prices and sales promotions on the decision to purchase SONY brand home theater products. This study uses data collection methods by publishing questionnaires with samples taken from 75 respondents. The data of this study are Home Theater consumers at Hypermart Karawaci stores on electronic counters for 3 months from October to December 2016. The sampling used was purposive sampling technique which was takenfromthepopulationforasampleof150people.Thedataanalysistechniqueuses multiple regression analysis techniques. The results showed that partially the selling price had a positive and significant effect on the decision to purchase SONY brand home theater products. Sales promotion partially has a positive and significant effect on the decision to purchase SONY brand home theater products. Selling Prices and Sales Promotions simultaneous have a significant effect on the decision to purchase SONY brand Home theater products with a coefficient of determination (R2) of 0.258. Research contributions show that Selling Prices and Sales Promotions can confirm marketing theories, selling prices and sales promotions.
References
[1] BasuSwasthadanIrawan,2000.ModernMarketingManagement.LibertyOffsetPublisher,Yogyakarta.
[2] Buchari Alma, 2000. Marketing Management and Marketing Services. First print. Alfabeta Publisher, Jakarta.
[3] Bilson Simamora, 2001, Winning the Market with Effective and Profitable Marketing, First Edition, Jakarta, PT. Gramedia Pustaka Utama.
[4] Chiffan. (2005). Sales Volume. Jakarta: Rineka Cipta.
[5] Dharmesta. (2002). Marketing. Jakarta: Erlangga.
[6] Djaslim Saladin. (2003). Marketing Management. Bandung: Linda Karya
[7] Efendi Pakpahan. (2007). Introduction to Management. Jakarta: Erlangga.
[8] ErwanAgusPurwantoandRatihSulistyastutiDyah.(2007).QuantitativeResearchMethods.GavaMedia, Yogyakarta.
[9] Erik Permana. (2010). Marketing System. Available at
[10] www.erikpermana.blogspot.com/2013/04/sistem-pemasaran.html
[11] Fandy Tjiptono., 2000. Service management, First Edition. Andi offset, Yogyakarta.
[12] Radiosunu. (2001). Marketing Management An Analysis Approach. Second Edition.Yogyakarta: BPFE.
[13] Swastha, Basu. (2002). Sales Management.Yogyakarta: Liberty.
[14] Sandian, Hero. “Understanding Price”. 10 November 2009.
[15] http://wikimedya.blogspot.sg/2009/11/pengertian-harga-price.html
[16] Freddy Rangkuti, 2004. The Power of Brands. Second printing. Publisher PT Gramedia Main Library, Jakarta.
[17] Griffin, Jill. (2005). Customer Loyalty: Grow and maintain customer loyalty. Jakarta: Erlangga.
[18] Ghozali,Imam.2005.ApplicationofMultivariateAnalysiswiththeSPSSprogram,DiponegoroUniversity Publishing Agency, Semarang.
[19] Husein Umar, 2000, Marketing Research and Consumer Behavior, Jakarta: PT Gramedia Pustaka.
[20] IqbalHasan.(2002).PrinciplesofResearchMethodMaterialsandtheirApplications.Yogyakarta:Ghalia.
[21] J. Supranto, 2001. Theory and Application Statistics, Second Print, Jakarta: Erlangga Publisher.
[22] Lamb, Hair, Mc Daniel, 2001. Marketing. Interpreting: Thompson Learning, Book 2, Salemba Empat Publisher, Jakarta.
[23] Philip Kotler, 2002. Marketing Management, language transfer: Hendra Teguh, Ronny A. Rusli, and Benyamin Molan, second print, publisher of PT Prenhallindo, Jakarta.
[24] Philip Kotler, 2005. Marketing Management, language transfer: Benyamin Molan. Eleventh edition, second volume, publisher of PT Index Gramedia group, Jakarta.
[25] Saladin,DjaslimdanOesman,YevisMarty.2002.ConsumerBehaviorandStrategicMarketing.Jakarta: Balai Pustaka [26] Sutisna. 2001. Consumer Behavior and Marketing Communication. Bandung: PT Remaja Rosdakarya.
[27] Sugiyono. (2009). Business Research Methods (Quantitative, Qualitative and R & D Approaches). Bandung: Alfabeta.
[28] Tjiptono, Chandra, Andriana. (2008). Marketing Strategy. Yogyakarta: Andi Publisher.