The Influence of Promotion and Price on Purchase Decisions of Chicken Cuts Sellers
Abstract
The influence of promotion and price on purchasing decisions at CV. Cahaya Huspi chicken sellers in Makassar, MUH. FIQRI MUSARI 2024. The purpose of this study was to determine the influence of promotion and price on purchasing decisions. The method used in this study was a survey method with a quantitative approach, namely by emphasizing hypothesis testing. The sample in this study were consumers who made purchases at Cahaya Huspi Makassar with a total of 97 participants from 161 questionnaires distributed. The sampling technique used the Accidental Sampling method by setting a time limit for distributing the questionnaire for two weeks. Data collection methods through questionnaires and direct observation. The data analysis used was descriptive quantitative using the SPSS program with a simple Linear Regression analysis method.
References
Akter, M. S., Uddin, M. T., & Dhar, A. R. (2023). Advancing safe broiler farming in Bangladesh: An investigation of management practices, financial profitability, and consumer perceptions. Commodities, 2(3), 312-328. https://doi.org/10.3390/commodities2030018
Alegre, J., & Juaneda, C. (2006). Destination loyalty: Consumers’ economic behavior. Annals of tourism research, 33(3), 684-706. http://dx.doi.org/10.1016/j.annals.2006.03.014
Anwar, M., & Andrean, D. (2021, January). The effect of perceived quality, brand image, and price perception on purchase decision. In 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020) (pp. 78-82). Atlantis Press. http://dx.doi.org/10.2991/aer.k.210121.012
Ardiansyah, R., Sjahruddin, H., Themba, O. S., & Tenriola, A. (2021). Kontribusi tingkat religiusitas dan promosi terhadap minat masyarakat menjadi nasabah. Niagawan, 10(1), 21–29. http://dx.doi.org/10.24114/niaga.v10i1.21115
Arif, M., & Siregar, I. K. (2021). Purchase decision affects, price, product quality and word of mouth. International Journal of Economic, Technology and Social Sciences (Injects), 2(1), 260-273. https://doi.org/10.53695/injects.v2i1.389
Asti, D. W., Hasbiah, S., & Haeruddin, M. I. W. (2022). The Influence of price and product quality on product purchasing decisions at PT Intan Pariwara. Journal of Scientific Research, Education, and Technology (JSRET), 1(2), 238-258. http://dx.doi.org/10.58526/jsret.v1i2.32
Bangun, R. (2023). Brand image, product quality, and price perception on drinking water purchase decision. Enrichment: Journal of Management, 12(6), 4834-4840. https://doi.org/10.35335/enrichment.v12i6.1059
Czinkota, M. R., Kotabe, M., Vrontis, D., Shams, S. R., Czinkota, M. R., Kotabe, M., ... & Shams, S. R. (2021). Direct marketing, sales promotion, and public relations. Marketing Management: Past, Present and Future, 607-647. http://dx.doi.org/10.1007/978-3-030-66916-4_13
De Krom, M. P. (2009). Understanding consumer rationalities: consumer involvement in European food safety governance of avian influenza. Sociologia Ruralis, 49(1), 1-19. http://dx.doi.org/10.1111/j.1467-9523.2008.00474.x
Dewi, G., Smith, C., Martin, W., Venkitanarayanan, K., & Kollanoor Johny, A. (2024). Focus groups exploring American consumer perspectives on contemporary poultry production reveal critical insights to educate sustainable practices for producers. Frontiers in Sustainable Food Systems, 8, 1416167. https://doi.org/10.3389/fsufs.2024.1416167
Dwiarta, I. M. B., & Ardiansyah, R. W. (2021). The Effect Of Price Perception, Quality Perception, And Location On Purchase Decisio. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2). https://doi.org/10.29040/ijebar.v5i2.2120
George, R. (2021). Designing the Tourism and Hospitality Promotions Mix. In Marketing Tourism and Hospitality: Concepts and Cases (pp. 343-368). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-64111-5_11
Ghozali, I. (2019). Aplikasi analisis multivariete. Semarang: Universitas Diponegoro.
Giacalone, D., Clausen, M. P., & Jaeger, S. R. (2022). Understanding barriers to consumption of plant-based foods and beverages: Insights from sensory and consumer science. Current Opinion in Food Science, 48, 100919. https://doi.org/10.1016/j.cofs.2022.100919
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hasan, M., & Sohail, M. S. (2021). The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350-367. https://doi.org/10.1080/08961530.2020.1795043
Hikmah, N. (2021). Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan Pada Usaha Ayam Potong Putra Sawung Galih Di Kecamatan Karanganyar, Purbalingga. Skripsi. Purwokerto. IAIN Purwokerto.
Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of marketing, 69(2), 84-96. https://doi.org/10.1509/jmkg.69.2.84.60760
Islamiyah, D., Kurniati, R. R., & Kridianto, D. (2020). Analisis pengaruh celebrity endorser dan promosi online terhadap keputusan pembelian pada online. Jurnal Ilmu Administrasi Niaga atau Bisnis (JIAGABI), 9(1), 94–102.
Kasmad, K. (2022). Analysis of Purchase Decision Estimates Based on Store Atmosphere and Affordable Prices. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 27-34. https://doi.org/10.37481/jmeb.v2i1.246
Kotler, P., & Armstrong. (2018). Prinsip-prinsip marketing (Edisi ke-7). Jakarta: Salemba Empat.
Kotler, P., & Keller, K. L. (2016). Manajemen pemasaran (Jilid I). Jakarta: Erlangga.
Lestari, A. A. (2021). Analisis Efisiensi Biaya Pemasaran dalam Usaha Meningkatkan Profitabilitas bagi Perusahaan (Studi Kasus Pada PT. So Good Food cabang Medan) (Doctoral dissertation, Universitas Islam Negeri Sumatera Utara Medan).
Maina, P., & Afande, F. (2015). Effect of promotional mix elements on sales volume of financial institutions in Kenya: Case study of Kenya post office savings bank. Journal of Marketing and Consumer Research, 11(1), 64-91.
Marlius, D., & Jovanka, N. (2023). Pengaruh harga dan promosi terhadap keputusan pembelian konsumen YOU pada Hasanah Mart Air Haji. Jurnal Economina, 2(2), 476–490. http://dx.doi.org/10.55681/economina.v2i2.326
Marlius, D., & Noveliza, K. (2022). Pengaruh harga, kualitas produk dan promosi terhadap keputusan pembelian produk sepatu Converse pada Toko Babee. Shopp Padang. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 2(1), 255–268. http://dx.doi.org/10.56799/ekoma.v2i1.1251
Mehrabioun, M. (2024). A multi-theoretical view on social media continuance intention: Combining theory of planned behavior, expectation-confirmation model and consumption values. Digital Business, 4(1), 100070. https://doi.org/10.1016/j.digbus.2023.100070
Meirmanov, D. (2021). Creating effective digital promotion and sales channels in B2C, case of Beeline Kazakhstan (Master's thesis, M. Narikbayev KAZGUU University (Kazakhstan)).
Mishra, R., Singh, R. K., & Koles, B. (2021). Consumer decision‐making in Omnichannel retailing: Literature review and future research agenda. International Journal of Consumer Studies, 45(2), 147-174. https://doi.org/10.1111/ijcs.12617
Mustari, M. F., Jumady, E., & Rusni, M. (2025). The Influence of Promotion and Price on Purchase Decisions of Chicken Cuts Sellers. Journal La Bisecoman, 6(1), 56-67. http://dx.doi.org/10.37899/journallabisecoman.v6i1.1848
Pranindyastuti, T., & Ni’Mah, F. S. (2023). Pengaruh harga dan promosi terhadap keputusan pembelian aksesoris HP (Studi kasus: Gajah Mungkur Cell Pangkalan Bun). Magenta, 11(2), 103–117.
Rajasa, E. Z., Manap, A., Ardana, P. D. H., Yusuf, M., & Harizahayu, H. (2023). Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing. Jurnal Ekonomi, 12(01), 451-455.
Ridwan, M. (2022). Purchasing Decision Analysis in Modern Retail. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 1-9. https://doi.org/10.37481/jmeb.v2i1.243
Rivaldo, Y., Kamanda, S. V., & Yusman, E. (2022). The Effect Of Products, Promotions And Prices On Mizon's Purchasing Decision At Alfamart Sungai Harapan. Jurnal Mantik, 6(2), 2393-2399. https://doi.org/10.35335/mantik.v6i2.2811
Saktiendi, E., Herawati, S., Yenny, L. A., & Agusti, A. W. (2022). Pengaruh viral marketing, promosi, dan kualitas pelayanan terhadap keputusan pembelian MS Glow di Bumi Indah Kabupaten Tangerang. Jurnal Penelitian Multidisiplin Formosa, 1(2), 197–210. https://doi.org/10.55927/fjmr.v1i2.524
Suttikun, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business & Management, 8(1), 1976468. https://doi.org/10.1080/23311975.2021.1976468
Tibebe, G., & Ayenew, T. (2018). The effectiveness of integrated marketing communication for high involvement product purchase decision: In case of University of Gondar employees. Pacific Business Review International, 11(4).
Wang, C., Liu, J., & Zhang, T. (2021). ‘What if my experience was not what I expected?’: Examining expectation-experience (dis) confirmation effects in China’s rural destinations. Journal of Vacation Marketing, 27(4), 365-384. https://doi.org/10.1177/13567667211006763
Warningrum, S. L. (2023). Pengaruh promosi produk dan harga terhadap keputusan pembelian skincare Skintific pada mahasiswa Universitas 17 Agustus 1945 Surabaya. Jurnal Riset Manajemen, 1(3), 13–21. https://doi.org/10.54066/jurma.v1i3.585
Widmar, N., Bir, C., Wolf, C., Lai, J., & Liu, Y. (2020). # Eggs: social and online media-derived perceptions of egg-laying hen housing. Poultry Science, 99(11), 5697-5706. https://doi.org/10.1016/j.psj.2020.07.011
Copyright (c) 2025 Journal La Bisecoman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
