Title:
THE EFFECT OF PROMOTION AND PRODUCT DESIGN ON CONSUMER PURCHASE DECISIONS

Authors:
Umar Sanusi

Abstract:
Consumer purchase decision are encouraged by purchaser involvement and agree with. The better the customer is concerned inside the look for product facts, the greater the patron’s urge to make a buy. Purchasers are greater selective in deciding on products. This is due to the speedy development of the flow of information and know-how approximately the lifestyles of a product Promotion and Product Design are the independent variables in this study, while the dependent variable is consumer purchasing decisions. The population and sample in this study were consumers of Honda PCX 150 CBS motorcycles in South Lampung Regency, Indonesia. With a non-probability sampling technique, using a Likert scale the result of the t-table test of the X1 variable gave t-count 1,840 at the significance level of 0.070. The result of the t-test in the X2 variable table (product design) gave the value t-count 6,680 at the significance level of 0.000. This means Hypothesis 1 & 2 is accepted also hypothesis 3 (H3) is accepted. The examiner demonstrates that promotions undoubtedly and significantly influences buying decisions. The second one test’s effects product design and purchase decisions. Testers show that product design has a superb effect on buy decisions. The effects of third hypothesis have proven that there is an effect between promoting and product design together on purchase decision.

Keywords:
Promotion, Product Design, Purchase Decision

DOI:
http://dx.doi.org/10.37500/IJESSR.2022.5421