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Articles
Articles
The Influence Of Price And Promotion On Consumer Buying Interest At Indomaret Bandar Lampung
Ahmad Aldi Arafat, Tri Lestira Putri Warganegara
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- Ahmad Aldi Arafat: Universitas Bandar Lampung, Indonesia
- Tri Lestira Putri Warganegara: Universitas Bandar Lampung, Indonesia
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Abstract
This study aims to examine the effect of price and promotion on consumer buying interest at Indomaret Bandar Lampung. Price is a critical factor in determining whether consumers will accept or reject a product. The right pricing strategy can increase consumer appeal and influence purchasing decisions. Meanwhile, promotion serves as a tool to introduce products to the public and persuade consumers to choose a particular product. This research employs a quantitative approach with a sample size of 100 consumers. Data analysis is conducted using multiple linear regression to assess the impact of price and promotion on buying interest. The findings show that: 1) Price has a positive and significant impact on consumer buying interest at Indomaret Bandar Lampung, 2) Promotion also has a positive and significant effect on buying interest, 3) Together, price and promotion have a positive and significant influence on consumer buying interest. These results are expected to assist Indomaret managers in formulating more effective pricing and promotional strategies to boost consumer buying interest.
Keywords
Author Biographies
Ahmad Aldi Arafat
Universitas Bandar Lampung
Faculty of Business Economics, Universitas Bandar Lampung, Bandar Lampung, Lampung Province, Indonesia.
Tri Lestira Putri Warganegara
Universitas Bandar Lampung
Faculty of Business Economics, Universitas Bandar Lampung, Bandar Lampung, Lampung Province, Indonesia.
Article Identifiers
- Article Title: The Influence Of Price And Promotion On Consumer Buying Interest At Indomaret Bandar Lampung
- DOI: 10.59431/ijer.v5i2.621
- Publication Date: 2025-10-10
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 5
- Issue: 2
- Pages: 274-282
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Issue Information
Article Details
| Volume: | 5 |
| Issue: | 2 |
| Year: | 2025 |
| Published: | 2025-10-10 |
| Pages: | 274-282 |
| Section: | Articles |
Additional Information
How to Cite
Arafat, A. A., & Warganegara, T. L. P. (2025). The Influence Of Price And Promotion On Consumer Buying Interest At Indomaret Bandar Lampung. Indonesian Journal Economic Review (IJER), 5(2), 274-282. https://doi.org/10.59431/ijer.v5i2.621
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This work is licensed under a Creative Commons License.
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