The Influence Of Promotion Intensity And Location On Sunlight Product Purchase Decisions In Lion Bekasi
Purpose: This study aims to analyze the influence of promotion intensity and location on purchasing decisions of Sunlight products at Lion Super Indo Jakasampurna, Bekasi. The study focuses on understanding factors that affect consumer decisions in the competitive modern retail sector.
Research Methodology: This study employed a quantitative associative approach. Data were collected through questionnaires distributed to 91 Sunlight consumers. The data were analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²) to examine the partial and simultaneous effects of promotion intensity and location on purchasing decisions.
Results: The findings indicate that promotion intensity has a positive and significant effect on purchasing decisions, while location does not have a significant influence. Simultaneously, promotion intensity and location significantly affect purchasing decisions. The coefficient of determination reveals that both variables explain 25.9% of purchasing decision variance, while 74.1% is influenced by other factors.
Conclusions: Promotion intensity is the dominant factor influencing consumers’ purchasing decisions for Sunlight products. Strengthening promotional strategies is essential to increase consumer purchase interest.
Limitations: This study is limited to one retail location and a specific consumer group, which may restrict the generalizability of the findings.
Contributions: This study provides practical insights for retail managers in developing effective promotional strategies and contributes to marketing literature by examining promotional and location factors in consumer purchasing behavior.
