Title:
The Influence of Price and Promotion on Purchasing Decisions for Diamond Jewelry at Zamrud Gallery Martapura, Banjar Regency

Authors:
Abdul Kadir, Noor Ritawaty, Melania, M. Zaid Abdurrakhman, Naimah, Indonesia

Abstract:

This study aims to analyze the influence of price and promotion on diamond jewelry purchasing decisions at Zamrud Geleri Store Martapura, Banjar Regency. The research uses a survey method with data collection through questionnaires distributed to 68 respondents. Data analysis was conducted using multiple linear regression with the help of SPSS version 24.0. The results show that price and promotion significantly influence purchasing decisions both simultaneously and partially. Promotion was found to be the most dominant variable affecting purchasing decisions compared to price. This emphasizes the importance of the right promotional strategies to increase consumer appeal for purchasing diamond jewelry at Zamrud Geleri Store. The findings of this study provide practical implications for Zamrud Geleri in designing effective marketing strategies, particularly in pricing and promotion implementation to boost sales and competitiveness. This research also contributes to the development of marketing management knowledge regarding factors influencing consumer purchasing decisions.

DOI: https://doi.org/10.51505/IJEBMR.2024.81215