Pengaruh Media Promosi dan Harga Terhadap Keputusan Pembelian Tiket Cleo Fun Run 2025 di Kota Medan (Studi Kasus di CV Imagi Event Organizer)

Authors

  • Alya Budi Utami Politeknik Negeri Medan
  • Rismawati Politeknik Negeri Medan

DOI:

https://doi.org/10.30651/jms.v10i5.28952

Abstract

Maraknya acara lari di Medan pada tahun 2025 menciptakan persaingan yang ketat bagi para event organizer. Cleo Fun Run 2025 berhasil menarik 873 peserta di tengah persaingan tersebut, namun pencapaian ini tidak lepas dari tantangan dalam menentukan strategi pemasaran, khususnya pemilihan media promosi dan penetapan harga yang kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh media promosi dan harga terhadap keputusan pembelian tiket Cleo Fun Run 2025. Metode yang digunakan adalah kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 89 orang responden yang telah membeli tikat. Data dianalisis menggunakan regresi linear berganda. Hasil penelitian membuktikan bahwa baik media promosi maupun harga secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Media promosi terbukti memiliki pengaruh yang lebih dominan dibandingkan harga. Secara keseluruhan, kedua variabel ini mampu menjelaskan 52,6% varians dalam keputusan pembelian, sementara 47,4% sisanya dipengaruhi oleh faktor lain di luar penelitian. Temuan ini mengindikasikan bahwa strategi pemasaran untuk event serupa harus memprioritaskan pemilihan media promosi yang efektif tanpa mengabaikan pentingnya harga yang kompetitif.

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Published

2025-11-09

How to Cite

Utami, A. B., & Rismawati. (2025). Pengaruh Media Promosi dan Harga Terhadap Keputusan Pembelian Tiket Cleo Fun Run 2025 di Kota Medan (Studi Kasus di CV Imagi Event Organizer). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(5). https://doi.org/10.30651/jms.v10i5.28952

Issue

Vol. 10 No. 5 (2025)

Section

Artikel

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