Predicting millennial consumers’ purchase decisions from promotion, price and design
List of Authors
  • Bintang Andhyka , Riska Yustisiana

Keyword
  • Price, Product Design, Purchase Decision

Abstract
  • Millennial generation have daily activities like learning, meeting, socializing and expanding horizons through devices that often require power banks as power support in their devices to facilitate mobility. Power bank are a product that have been widely circulating in the market with a variety of designs, shapes and features offered at various prices. The purpose of this study was to determine effect of promotion, price and product design on purchase decision of power bank. The sample of this study was 130 millenial consumers (high mobility students using power banks in the campus environment). Data analysis using Multiple Linear Regression Test is used to test and prove the hypothesis of the study. The result showed that partially, price and product design has significant effect on purchase decision of power bank, promotion has no significant effect on purchase decision of power bank. But simultaneously, promotion, price and product design has significant effect on purchase decision of power bank.

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