Riview Artikel: Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Produk Kopi

Review Article: The Effect of Price and Promotion on Consumer Purchase Decisions

Abstract

This article aims to examine and review the influence of price and promotion on purchase decisions. Based on previous studies, it has been found that price and promotion have an impact on consumer purchasing decisions. Several previous studies indicated that affordable prices that align with consumers’ purchasing power are a driving factor for them to buy a product. Promotions in the form of advertisements attract consumer interest, thus having a positive impact on purchase decisions. The review process in this article was conducted through a literature analysis of reputable scientific journals from the past ten years. This approach was used to ensure that the information obtained comes from relevant and up-to-date research. From the literature review, it was found that price—measured through key indicators such as price affordability, price–quality match, price–benefit match, and price competitiveness—significantly contributes to purchasing decisions, including product choice, brand choice, distributor choice, timing of purchase, and purchase quantity. The study also revealed that promotional indicators—namely promotional messages, timing of promotion, promotional media, and platforms—have a positive and significant effect on purchasing decisions. In conclusion, both price and promotion influence purchase decisions. The lower the product price offered, the more likely it is to affect consumers’ purchasing decisions. Likewise, the more attractive and intense the promotional activities, the more they influence consumers in making purchasing decisions.