PENGARUH PERILAKU KONSUMEN, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKET PERTUNJUKAN ACARA STAND UP COMEDY DEPOK
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Heraldy Dwi Nugroho, .
Subject
HB Economic Theory
Datestamp
2021-08-27 10:08:25
Abstract :
This research is a quantitative study that aims to determine the effect of consumer behavior, promotions and prices on the decision to buy a ticket stand up comedy depok. The population in this study was depok stand up comedy audience. The sample size was taken as many as 75 respondents, with the probability sampling research method that is simple random sampling. Data collection was carried out through questionnaires using Google forms. The analysis technique used is the PLS (Partial Least Square) analysis method. The results showed that (1) consumer behavior had a positive and not significant effect on purchasing decisions with a path coefficient of 0.130. (2) Promotion has a positive and significant influence on purchasing decisions with a path coefficient of 0.350. (3) Price has a positive and significant influence on purchasing decisions with a coefficient of 0.482 Keywords: Stand up Comedy, Consumer Behaviour, Promotion, Price and Purchase Decision
This research is a quantitative study that aims to determine the effect of consumer behavior, promotions and prices on the decision to buy a ticket stand up comedy depok. The population in this study was depok stand up comedy audience. The sample size was taken as many as 75 respondents, with the probability sampling research method that is simple random sampling. Data collection was carried out through questionnaires using Google forms. The analysis technique used is the PLS (Partial Least Square) analysis method. The results showed that (1) consumer behavior had a positive and not significant effect on purchasing decisions with a path coefficient of 0.130. (2) Promotion has a positive and significant influence on purchasing decisions with a path coefficient of 0.350. (3) Price has a positive and significant influence on purchasing decisions with a coefficient of 0.482 Keywords: Stand up Comedy, Consumer Behaviour, Promotion, Price and Purchase Decision
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