Pengaruh Promosi dan Harga terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Mediasi (Studi Kasus pada Darul Munir Aqiqah Kota Bekasi)

Haq, Ibaadul (2025) Pengaruh Promosi dan Harga terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Mediasi (Studi Kasus pada Darul Munir Aqiqah Kota Bekasi). Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to examine the effect of promotion and price on purchasing decisions with purchase intention as a mediating variable (a case study of Darul Munir Aqiqah, Bekasi City). The population of this study consists of consumers of Darul Munir Aqiqah who have made at least one purchase. This research employs a quantitative approach. The data source is primary data obtained from respondents’ answers to questionnaires distributed via Google Forms to individuals who met the predetermined criteria. The sampling technique used was non-probability sampling with a purposive sampling method. The total sample consisted of 100 respondents, referring to the recommendation of Hair et al. To address the research problems, outer model and inner model analyses were conducted using SmartPLS version 4.1.0.9 as the data analysis tool. The results indicate that promotion and price have a positive and significant effect on purchasing decisions. Promotion and price also have a positive and significant effect on purchase intention. Furthermore, purchase intention has a positive and significant effect on purchasing decisions. Promotion and price have a positive and significant effect on purchasing decisions through purchase intention as a mediating variable.

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