Factors That Influence Purchase Decisions, Product Display, Price, And Promotion (Literature Review of  Marketing Management)

Alya Abiyah Surya; Winda Zylvi Faradilla; Alyaa Jacynda; Naura Shadiqah Wibowo; Sabrina Nuraeni; Ni Nyoman Sawitri

doi:10.60076/ijeam.v1i4.881

Authors

Alya Abiyah Surya Universitas Bhayangkara Jakarta Raya
Winda Zylvi Faradilla Universitas Bhayangkara Jakarta Raya
Alyaa Jacynda Universitas Bhayangkara Jakarta Raya
Naura Shadiqah Wibowo Universitas Bhayangkara Jakarta Raya
Sabrina Nuraeni Universitas Bhayangkara Jakarta Raya
Ni Nyoman Sawitri Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.60076/ijeam.v1i4.881

Keywords:

Consumer Behavior, Retail Sector, Product Display, Pricing Strategy, Promotion

Abstract

This study examines the factors that influence consumer purchasing decisions in the retail sector, focusing on product display, price, and promotion. In an era of increasingly competitive business, companies need to develop effective marketing strategies to attract consumer interest. Through a literature review, this study shows that attractive product displays can increase purchasing interest, while competitive prices and appropriate promotional strategies, such as discounts and cashback, play an important role in influencing purchasing decisions. Although many studies show a positive relationship between price and purchasing decisions, there is variation in its influence which emphasizes the need for further research. The results of this study are expected to provide new insights for retail business actors in formulating more relevant and effective marketing strategies, as well as increasing competitiveness in a competitive market

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