The Effect of Promotions and Consumer Preferences on Purchase Decision

Laras Ratu Khalida (), Uus M. D. Fadli, Citra Savitri and Syifa Pramudita Faddila
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Laras Ratu Khalida: Buana Perjuangan Karawang University
Uus M. D. Fadli: Buana Perjuangan Karawang University
Citra Savitri: Buana Perjuangan Karawang University
Syifa Pramudita Faddila: Buana Perjuangan Karawang University

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 982-986 from Springer

Abstract: Abstract This study aims to explain the effect of promotion and consumer preferences on clothing purchase decisions at Zalora either partially or simultaneously with descriptive and quantitative approaches. The number of samples was 105 respondents using the purposive sampling technique. Furthermore, the data were analyzed by path analysis. The descriptive test results explain that the promotion, consumer preferences, and purchase decision patterns are considered good. There is a positive and significant correlation between promotion and consumer preferences. The influence partially explains the effect of promotion, which is explained by 22% on purchase decisions, and the influence of consumer preferences by 50% on purchase decisions. The simultaneous effect is explained by 71% if promotion and consumer preferences have a positive and significant effect on clothing purchase decisions at Zalora.

Keywords: Promotion; Customer preference; Purchase decision (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_122

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DOI: 10.2991/978-94-6463-008-4_122

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