Promotion and Price as Drivers of Purchase Decision in Indonesia's Maritime Industrial Services Sector

Abstract

This study examines the independent and simultaneous effects of promotion and price on consumer purchase decisions for spare parts and maintenance services within Indonesia's maritime B2B industrial services sector — a commercially significant yet empirically underexplored context in the marketing literature. A quantitative cross-sectional design was employed, with primary data collected via structured questionnaire from thirty institutional consumers of PT Tesco Indomaritim. Multiple linear regression analysis was applied following classical assumption diagnostics — encompassing residual normality, multicollinearity, and heteroscedasticity tests — processed through IBM SPSS Statistics Version 25. Both promotion and price exert statistically significant positive effects on purchase decisions, individually and jointly. The simultaneous regression model explains 58.9% of purchase decision variance, with promotion emerging as the marginally dominant predictor relative to price in the joint specification. This study provides context-specific evidence that the classical marketing mix framework remains useful in an Indonesian maritime B2B industrial-services setting, while the findings remain bounded by a single-firm sample of limited size and a cross-sectional design that precludes causal inference.