ANALISIS PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN CAT DULUX DI PT ABADI BERKAT ODELIA (ABO)

ANALYSIS OF THE INFLUENCE OF PRICE AND PROMOTION ON PURCHASING DECISIONS OF DULUX PAINT AT PT ABADI BERKAT ODELIA (ABO)

Abstract

This study aims to analyze the effect of price and promotion on purchasing decisions of Dulux paint products at PT Abadi Berkat Odelia. The study was motivated by the decline in Dulux paint sales during the period 2020–2024 and the company’s inability to achieve its sales targets, indicating the need to examine factors influencing consumer purchasing decisions. This research employed a quantitative method with a survey approach. A total of 80 respondents were selected using purposive sampling, and data were collected through questionnaires distributed to consumers of Dulux paint products at PT Abadi Berkat Odelia. The data were analyzed using validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), and multiple linear regression analysis, including t-test, F-test, and coefficient of determination (R²). The results show that price has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05, while promotion also has a significant effect with a significance value of 0.022 < 0.05. Simultaneously, price and promotion significantly influence purchasing decisions of Dulux paint products at PT Abadi Berkat Odelia.

Keywords: Price, Promotion, Purchasing Decision.