The Effect of Promotion and Price on Consumer Decisions in Buying Apple Products at the Royal Store in Pontianak City

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Vol. 5 No. 3 (2024): Journal Dimensie Management and Public Sector
Published: Oct 9, 2024
Keywords:
Promotion,
Price,
Consumer Decision,
Apple Products,
Royal Store

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Aulia Aulia
Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak
Ananda Archie
Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak

Abstract

This study explores the impact of promotion and price on consumer purchasing decisions regarding Apple products at Toko Royal in Pontianak. The rapid growth of technology and communication tools has heightened the demand for smartphones, particularly those offered by well-known brands like Apple. By analyzing data from 100 respondents through questionnaires and interviews, this research aims to examine the influence of promotional strategies and pricing on consumer choices. The findings indicate that while promotion does not significantly affect purchasing decisions, price plays a crucial role in shaping consumer behavior. The results underscore the importance of pricing strategies in maintaining a competitive edge in the smartphone market. This study offers insights for businesses looking to optimize their marketing efforts and pricing models to enhance customer acquisition and retention.

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