THE EFFECT OF PROMOTION AND PRICE ON THE BUYING INTEREST OF CITILINK CARGO TRANSPORTATION SERVICE USERS AT SOEKARNO-HATTA AIRPORT TANGERANG 2022

Amelia Shaffira Putri, Ester Stefanny Agustin, Tito Warsito, Marlina Iryatie

Abstract


PT Citilink Indonesia is a company engaged in air transportation. Citilink was established in 2012 after officially separating from PT. Citilink. Garuda. The purpose of this study is to find out the extent of the effect of promotions and prices on the purchase of Citilink Cargo service users at Soekarno-Hatta Tangerang Airport in 2022. This research used quantitative method by distributing questionnaires. The survey involved a sample of 55 respondents. The author used google form, and the distribution of the google form was carried out starting from September 14, 2022.The subject in this study was cargo service users at Citilink airlines, with ages ranging from 16 years to 55 years and composed of16 Men and 39 Women. Promotion variables have indicators of personal selling, advertising, sales promotion, public relations, and direct marketing. Price variables have affordability indicators, the conformity of prices to the quality of products or services, price competitiveness with competitors, and the conformity of prices to benefits. The variety of buying interests has initiators of transactional, referential, preferential, and exploratory goods. Based on the results and discussion of both Promotion of buying interest and price of purchase interest, each has a positive and significant effect.


Keywords


Promotion, Price, Buying Interest

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DOI: https://doi.org/10.25292/atlr.v5i0.547

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