Price Analysis on Increasing Consumer Purchase Intention at Mawar Store Rappang

Ardiansyah; Muhammad Rusdi; Rahman Yakup

doi:10.59890/exgeqt44

Authors

Ardiansyah Universitas Muhammadiyah Sidenreng Rappang Author
Muhammad Rusdi Universitas Muhammadiyah Sidenreng Rappang Author
Rahman Yakup Universitas Muhammadiyah Sidenreng Rappang Author

DOI:

https://doi.org/10.59890/exgeqt44

Keywords:

Price, Consumer Purchase Intention, Indepedent Variable, Dependent Variable

Abstract

This study aims to analyze the effect of price on increasing consumer purchase intention at Mawar Store. Price is one of the strategic elements in marketing that can significantly influence consumer purchase decisions. This study employs two variables: the independent variable, which is Price Analysis, and the dependent variable, which is the Increase in Consumer Purchase Intention. The research adopts a quantitative approach to describe, explain, or summarize various conditions, phenomena, or research variables as they occur, through interviews, observations, and documentary materials. The results show a significant positive effect between price and consumer purchase intention, where more competitive prices tend to significantly increase consumer purchase intention. This research provides insights for business owners on the importance of an effective pricing strategy to enhance product appeal in the market. The findings are expected to serve as a reference for companies in formulating optimal pricing strategies to attract more consumers and increase sales.

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