Pengaruh Promosi dan Harga Terhadap Minat Beli Air Minum Isi Ulang: Studi pada Toko Water Fidels

Abstract

This study aims to analyze the influence of promotion and price on consumers’ purchase intention at Water Fidels. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to consumers selected using purposive sampling. The data were analyzed using Statistical Product and Service Solutions (SPSS) version 26, including validity and reliability tests, multiple linear regression analysis, partial and simultaneous tests, correlation analysis, and the coefficient of determination. The findings reveal that promotion and price positively influence consumers’ purchase intention, both partially and simultaneously. Attractive promotional activities encourage consumers’ attention and interest in the products, while pricing that corresponds to product quality and consumers’ purchasing power strengthens their intention to purchase. The combination of these factors serves as a key consideration in shaping consumer purchase intention. Effective promotional strategies supported by competitive pricing policies can strengthen product appeal and encourage greater consumer purchase intention at Water Fidels.