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Articles

The Influence Of Price And Promotion On Consumer Buying Interest At Indomaret Bandar Lampung

  • 1*,2 Universitas Bandar Lampung

* Corresponding Author: Ahmad Aldi Arafat

Open Access
DOI
https://doi.org/10.59431/ijer.v5i2.621
Published
Pages
274-282

Issue

Vol. 5 No. 2 (2025)

Indonesian Journal Economic Review (IJER)
October

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

Price Promotion Buying Interest

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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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.

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