THE EFFECT OF SELLING PRICE DETERMINATION ON PURCHASE DECISIONS IN PALU CITY Novianti septiani1), Verawati rueka2), Novaldo raditya3), Sri wanti4)
Universitas Tadulako
Abstract
Pricing is an important factor that influences consumer purchasing decisions. Consumers tend to have a very
important role in deciding what to buy. Therefore, purchasing decisions can vary from one consumer to another, and
are often the result of personal considerations and individual preferences. This study aims to analyze the effect of
pricing on purchasing decisions in Palu City, with a case study at Kafe Kopte. This study uses a qualitative method
with a survey approach to customers and employees at Kafe Kopte. Data were collected through direct interviews. The
results of the study indicate that pricing has a significant influence on consumer purchasing decisions. Consumers
consider the balance between price and quality of the product offered. The more appropriate the price is with the
perceived value received, the greater the tendency of consumers to make a purchase. This finding also indicates that
pricing that is too high or too low can negatively affect purchasing decisions. Therefore, the right pricing strategy
needs to be implemented in order to increase product appeal and maximize sales at Kafe Kopte. This study provides
important implications for business actors in Palu City, especially Kafe Kopte, in formulating pricing strategies that
can increase competitiveness and positively influence consumer purchasing decisions
