Impact of Price and Promotion on The Consumer's Buying Behavior in The Metropolitan Region of Bandung

Edi Supriadi · Irena Larashati · Ashila Dwiyanisa · Annita Jannah · Octaviane Herawati

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

The present research endeavors to examine the impact of price and promotion on the consumer's buying behavior in the metropolitan region of Bandung. The study employs path analysis to establish that consumer choices are significantly influenced by both price and promotion. The study's sample comprises 81 customers, which accounts for 7% of the total transactions that occurred in 2019. The influence of price on consumer purchase decisions is positively correlated, whereas promotion has both a direct and indirect positive impact. The present findings are consistent with prior research, emphasizing the crucial significance of price and promotion in influencing consumer behavior. The findings have led to the formulation of suggestions for enterprises that are functioning in the region of Bandung. It is recommended to perform a thorough examination of diverse pricing benchmarks in order to evaluate competitiveness and the consumer's value proposition. It is advisable to allocate resources towards efficacious promotional strategies in order to augment consumer awareness and stimulate interest in products. The implementation of successful promotional strategies has the potential to exert a favorable impact on the purchasing behavior of consumers. Additional research could delve into alternative factors that may influence consumer decision-making, thereby augmenting comprehension of consumer behavior through the inclusion of supplementary variables. The research acknowledges a number of constraints. The study exclusively centers on the influence of price and promotion in relation to purchase behavior, disregarding other variables such as product excellence, brand image, and customer support. Subsequent studies may consider incorporating these variables to conduct a more thorough analysis. Notwithstanding the aforementioned constraints, this research offers significant perspectives for enterprises in Bandung to guide their pricing and promotional approaches.

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1905Chapter 12: What does the Anthropocene hold for citizenship?2018Research in marketing strategy 2019The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability 2020H2H Marketing 2019A game theoretic approach to coordinate price promotion and advertising policies with reference price effects in a two-echelon supply chain 2020Coordinated non–monetary sales promotions: Buy one get one free contract 2022PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN 2022PENGARUH PROMOSI DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN

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