The Impact of Value Price and Promotion on Purchase Decisions Through Customers Buying Intention as an Intervening Variable (A Study on OTI Fried Chicken Consumers)

DOI

10.2991/978-2-38476-366-5_23How to use a DOI?

Keywords

Value price; Promotion; Customer Buying Intention; Purchasing Decision

Abstract

The appropriate value pricing and promotion strategies enable businesses to attract consumer interest. Purchase decisions tend to increase if customer buying intention towards a product or service is high. This study aims to develop a comprehensive model and examine the relationships between value price, promotion, and purchase decisions, with customer buying intention as an intervening variable. Previous research gaps exist regarding the impact of value price on purchase decisions and promotion on purchase decisions. The data analysis technique used is quantitative analysis with the assistance of SmartPLS 0.4 software, and data collection is conducted through questionnaires. The population consists of all OTI Fried Chicken consumers, with a sample size of 100 OTI Fried Chicken consumers. The data analysis technique utilizes SmartPLS 0.4 software. The results of this study are: (1) Customer buying intention can be significantly influenced by value price and promotion; (2) Purchase decisions can be significantly influenced by value price but not by promotion, which has no effect; (3) Customer buying intention has a significant influence on purchase decisions; and (4) Customer buying intention successfully serves as an intervening variable in the relationship between value price, promotion, and purchase decisions.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial 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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TY  - CONF
AU  - Agus Ferianto
AU  - Galuh Merdekawati
AU  - Elisabeth Rotua Simamora
AU  - Andhy Tri Adriyanto
AU  - Citra Rizkiana
PY  - 2025
DA  - 2025/02/28
TI  - The Impact of Value Price and Promotion on Purchase Decisions Through Customers Buying Intention as an Intervening Variable (A Study on OTI Fried Chicken Consumers)
BT  - Proceedings of the 1st International Conference on Social Environment Diversity (ICOSEND 2024)
PB  - Atlantis Press
SP  - 247
EP  - 258
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-366-5_23
DO  - 10.2991/978-2-38476-366-5_23
ID  - Ferianto2025
ER  -