Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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The Effect of Promotions and Consumer Preferences on Purchase Decision

(A Case Study on the 2017–2020 Management Students at Buana Perjuangan Karawang University)

Authors
Laras Ratu Khalida1, *, Uus M. D. Fadli1, Citra Savitri1, Syifa Pramudita Faddila1
1Buana Perjuangan Karawang University, Karawang, Indonesia
*Corresponding author. Email: laras.ratu@ubpkarawang.ac.id
Corresponding Author
Laras Ratu Khalida
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_122How to use a DOI?
Keywords
Promotion; Customer preference; Purchase decision
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_122How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Laras Ratu Khalida
AU  - Uus M. D. Fadli
AU  - Citra Savitri
AU  - Syifa Pramudita Faddila
PY  - 2022
DA  - 2022/12/05
TI  - The Effect of Promotions and Consumer Preferences on Purchase Decision
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 982
EP  - 986
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_122
DO  - 10.2991/978-94-6463-008-4_122
ID  - Khalida2022
ER  -