Social Science and Human Research Bulletin

This study analyzes the effect of advertising appeal and sales promotion on purchasing decisions at PT Alfath Teknologi Kreatif Kota Malang. A quantitative approach was used with data collected from 100 respondents through an offline questionnaire using purposive sampling. Data were analyzed using multiple linear regression and hypothesis testing. Descriptive results show that respondents generally agree or strongly agree with the statements proposed. The classical assumption test shows that the data meets the requirements of normality, no multicollinearity, and no heteroscedasticity. The coefficient of determination (R²) of 0.83 indicates that 83% of the variation in purchasing decisions can be explained by the independent variables, while 17% is influenced by other factors. The t-test shows that advertising appeal (t = 8.505, sig. 0.000) and sales promotion (t = 9.501, sig. 0.000) have a significant effect partially. The F test shows a significant effect simultaneously (F = 236.716, sig. 0.000). This study concludes that enhancing advertising appeal and applying varied sales promotion strategies can significantly increase purchasing decisions. The findings provide practical recommendations for improving the marketing strategy at PT Alfath Teknologi Kreatif.

advertising appeal, sales promotion, purchasing decision, edutech, marketing strategy.

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