PENGARUH HARGA DAN PROMOSI TERHADAP MINAT BELI KONSUMEN
Wira Reskita 1 Ekonomi Dan Bisnis, Manajemen, Universitas Teknologi Sumbawa, Indonesia Serli Oktapiani S.E,.MM. E-mail: wirariskita2303@gmail.com / serli.oktapiani@uts.ac.id
Abstract
This research aims to assess the influence of prices and promotions on consumer buying interest at Travel Panca Sari Sumbawa. Using a quantitative approach, involving 100 respondents selected through non-probability sampling techniques with the purposive sampling method. The collected data was analyzed using multiple linear analysis techniques via SPSS25 software. The findings from the research show that (1) the price variable has a significant impact on consumer buying interest at Travel Panca Sari Sumbawa, and (2) the promotion variable also has a significant impact on consumer buying interest at Travel Panca Sari Sumbawa. This research is aimed at providing a more in-depth view of effective marketing strategies in the tourism sector, especially in the context of the Panca Sari Sumbawa Travel company, facing changes in current market dynamics.
