The Effect Of Promotion And Price On Consumer Decision Of Nurayya Muslimah Salon In The Covid-19 Pandemic Era

Authors

  • Reny Fitriana Kaban Perbanas Institute, Jakarta, Indonesia
  • Nony Pretty Sari Perbanas Institute, Jakarta, Indonesia
  • Martina Safitry Institut Stiami, Jakarta, Indonesia

Keywords:

promotion, price, consumer decision, Muslimah salon, Covid 19 pandemic

Abstract

Promotion and price as marketing mix strategy is required to win the competition among the service businesses, this study aims to analyze the effect of promotions and price as the independent variables on consumer decision of Nurraya Muslimah Salon in the era of the covid-19 pandemic. Specific research to observe these two variables in this type of business especially in the pandemic era has not been done before. The data were obtained by distributing questionnaires to respondents using purposive sampling and processed also analyzed using descriptive and multiple linear regression analysis. Based on the results of the research hypothesis test, it shows that the promotion does not have a significant effect on consumer decisions but the price has a positive effect on consumer decisions in the Covid 19 pandemic era. It is recommended to Muslimah Salon to maximize promotion by social media and adjust prices to market conditions.

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Published

2023-04-29

Issue

Vol. 10 No. 2: April 2023

Section

Articles

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