PENGARUH HARGA, PROMOSI, DAN LOYALITAS KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BARANG MENGGUNAKAN E-WALLET GOPAY DI KARANGANYAR

Abstract

This study aims to determine the influence of price, promotion, and consumer loyalty on purchasing decisions using gopay E-Wallet in Karanganyar. The study used quantitative methods with 100 respondents, and the data were analyzed using multiple linear regression using SPSS version 23. The analysis showed that price had a significant negative effect on purchasing decisions (B = -0.136; p = 0.048), while promotion (B = 0.247; p = 0.000) and consumer loyalty (B = 0.126; p = 0.046) had a significant positive effect. The F-test yielded a value of 10.263 with p < 0.05, indicating that the independent variables simultaneously influence the dependent variable. The coefficient of determination (R²) of 0.243 indicates that 24.3% of the variation in purchasing decisions can be explained by the three independent variables, while the remainder is influenced by factors outside the study. Thus, price, promotion, and consumer loyalty have been shown to have a significant influence, both partially and simultaneously, on purchasing decisions using the Gopay e-Wallet  in Karanganyar.