"THE INFLUENCE OF PRICES, EXCISE RATES, AND PROMOTIONS ON THE DECISION TO PURCHASE CIGARETTES AT GUDANG SALT SURYA PUCUK DISTRICT, LAMONGAN REGENCY"

Abstract

This research aims to determine how much influence price, excise rates and promotions partially and simultaneously have on the decision to purchase Gudang Garam Surya cigarettes in Pucuk District, Lamongan Regency. Using quantitative methods, this research involved a population of Gudang Garam Surya cigarette consumers in the Pucuk District, Lamongan Regency, with a sample of 100 respondents selected using a purposive sampling technique. Data were collected using a questionnaire and processed with SPSS version 26. Data analysis methods include validity, reliability, classical assumption tests, multiple correlation, coefficient of determination (R2), partial test (t), simultaneous test (F), and multiple linear regression analysis . The results of this research indicate that the price variable does not have a significant effect on purchasing decisions. tcount 1.558 is smaller than ttable 1.660, while the significant value is 1.490 > 0.05. Likewise, excise rates do not have a significant effect on purchasing decisions. This is proven by the result of tcount 0.224 which is smaller than ttable 1.660 while the significant value is 0.224 > 0.05. Meanwhile, the Promotion variable has a significant positive effect and is the most dominant variable on purchasing decisions as evidenced by the tcount of 7.443 which is greater than ttable 1.660 while the significant value is <0.001 <0.05. The results of the F test for the variables Price, Excise Tariff and Promotion have a simultaneous (together) effect on the decision to purchase Gudang Garam Surya cigarettes amounting to 46.186 >

2.14 and a significant level of <0.001 < 0.05. This research provides important insight into the factors that influence consumer purchasing decisions for Gudang Garam Surya cigarettes in Pucuk District, Lamongan Regency.