Analysis of the Influence of Price, Promotion and Company Image on Decisions on Using Winnie's Wedding Organizer & Decoration Services in Sukabumi City

Saepudin Ciamis, Aryanti Ratnawati, Vanny Decianita

Abstract


This study aims to examine the relationship between price, promotion and corporate image on the decision to use Winnie's Wedding Organizer & Decoration services in Sukabumi City. The research was conducted on Winnie's Wedding Organizer & Decoration service users in Sukabumi in the period 2017 - 2019, with a sample of 86 customers. The hypothesis formulated in this study is as follows: "It is suspected that price, promotion, and company image influence the decision to use Winnie's Wedding Organizer & Decoration services in Sukabumi City".
Based on the analysis and discussion obtained; regression equation Y = 6,697 - 0,180X1 + 0,057X2 + 0,930X3 + ∈. The total correlation (correlation) between price, promotion and company image with the decision to use Winnie's Wedding Organizer & Decoration in Sukabumi is in the strong category (0.603). The magnitude of the effect of total price, promotion and company image on the decision to use Winnie's Wedding Organizer & Decoration services in Sukabumi City (determination) is 36.4%, the remaining 63.6% is influenced by other factors not examined.


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DOI: https://doi.org/10.32897/jemper.v3i1.540

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Published by:

Program Studi S1 Manajemen dan D3 Keuangan & Perbankan 
Fakultas Ekonomi 
Universitas Sangga Buana
Bandung, Jawa Barat, Indonesia
p-ISSN: 2655-2922 e-ISSN: 2656-632X

 

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