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The Effect of Promotions and Consumer Preferences on Purchase Decision

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Laras Ratu Khalida & Uus M. D. Fadli & Citra Savitri & Syifa Pramudita Faddila, 2023. "The Effect of Promotions and Consumer Preferences on Purchase Decision," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 982-986, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_122
    DOI: 10.2991/978-94-6463-008-4_122
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