Price, Promotion, and Consumer Purchase Decision in Multi-Brand Sports Footwear Retail: Evidence from Urban Indonesia
Keywords:
Sports footwear retail, price strategy, promotion mix, consumer purchase decision, marketing mix, multi-brand retailAbstract
This study examines the relationships of price and promotion with consumer purchase decisions in an offline multi-brand sports footwear retail setting in urban Indonesia. Using a quantitative cross-sectional survey and total sampling of all 55 accessible transacting customers at Sports Station Mall Taman Anggrek, West Jakarta, data were collected through structured four-point Likert questionnaires and analyzed using simple and multiple linear regression after classical-assumption diagnostics. Price and promotion each show positive and significant relationships with purchase decisions. In the joint model, both predictors remain significant, and the model explains 74.3% of the variance in purchase decisions. Promotion shows the larger standardized coefficient, suggesting a stronger association within this sample. The study provides context-specific evidence from an offline multi-brand sports footwear outlet in Indonesia, complementing literature that has more often emphasized online or broader retail settings. Because the design is single-site and cross-sectional, the findings should be interpreted as associative rather than causal; broader multi-store studies are needed to strengthen generalizability.
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