Pengaruh Harga dan Promosi terhadap Minat Beli Produk Hijab Varisha di SMK YAJ Depok
DOI:
https://doi.org/10.61132/jubikin.v3i3.1599Keywords:
Hijab, Price, Promotion, Purchase Intention, StudentsAbstract
This study aims to examine the effect of price and promotion on purchase intention for Varisha hijab products among female students at SMK YAJ Depok. The research used a quantitative approach with an associative design. The population consisted of 122 female students in grades X and XI, while the sample comprised 94 respondents selected through purposive sampling and determined using the Slovin formula with a 5% margin of error. Data were collected through questionnaires using a five-point Likert scale, supported by observation and documentation. Data analysis was performed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, correlation analysis, and coefficient of determination. The results indicate that price has a positive and significant partial effect on purchase intention, with a t-value of 5.523 and a significance value of 0.000. Promotion has a positive direction but does not have a significant partial effect, with a t-value of 0.860 and a significance value of 0.392. Simultaneously, price and promotion have a significant effect on purchase intention, as shown by an F-value of 47.274 with a significance value of 0.000. The coefficient of determination (R²) is 0.510, indicating that price and promotion jointly explain 51.0% of the variation in purchase intention, while the remaining 49.0% is explained by other factors outside the model. These findings suggest that price is the more dominant factor in shaping purchase intention for Varisha hijab products in the research setting.
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