The effectiveness of promotional mix towards customer purchasing decision at Canopi Restaurant, Cambridge City Square Shopping Mall Medan

Winni, Josephine (2020) The effectiveness of promotional mix towards customer purchasing decision at Canopi Restaurant, Cambridge City Square Shopping Mall Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at Canopi Restaurant, Cambridge City Square Shopping Mall Medan by testing and analyzing the effect of promotional mix on the purchasing decision customers. The theory used in this study is related to the theory of promotional mix and purchasing decision. In this study, the method used by the author is quantitative analysis method. The type of data used in this study are primary data and secondary data. Data was collected through interviews and questionnaires distributed to customers. The population and samples in the study are 150 customers. This study involved convenience sampling method by taking a number of population as samples to be tested using SPSS. The scale used to measure variables is the Likert scale. Promotional Mix does affect the Customer’s Purchasing Decision at Canopi Restaurant Cambridge Shopping Mall, Medan. The Determination Coefficient Test results obtained R square value of 0.370.This means 37% of the dependent variable Customer’s Purchasing Decision at Canopi Restaurant Cambridge Shopping Mall, Medan which can be explained by Promotional Mix while the remaining 63% is explained by other variables which was not used in this research. The conclusion in this study that promotional mix does effect the customer purchasing decision at Canopi Restaurant Cambridge Shopping Mall, Medan./Penelitian ini dilakukan di Restoran Canopi, Cambridge City Square Shopping Mall Medan. Dalam penelitian ini, menguji dan menganalisis pengaruh bauran promosi terhadap keputusan pembelian pelanggan. Teori yang digunakan dalam penelitian ini berkaitan dengan teori bauran promosi dan keputusan pembelian. Dalam penelitian ini, metode yang digunakan oleh penulis adalah metode analisis kuantitatif. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Data dikumpulkan melalui wawancara dan kuesioner yang dibagikan kepada pelanggan. Populasi dan sampel dalam penelitian ini berjumlah 150 pelanggan. Penelitian ini melibatkan metode Convenience sampling dengan mengambil sejumlah populasi sebagai sampel untuk diuji menggunakan SPSS. Skala yang digunakan untuk mengukur variabel adalah skala Likert. Bauran Promosi memengaruhi Keputusan Pembelian Pelanggan di Canopi Restaurant Cambridge Shopping Mall, Medan. Hasil Uji Koefisien Determinasi diperoleh nilai R square sebesar 0,370, ini berarti 37% dari variabel dependen Keputusan Pembelian Pelanggan di Canopi Restaurant Cambridge Shopping Mall, Medan yang dapat dijelaskan dengan Bauran Promosi sedangkan sisanya 63% dijelaskan oleh variabel lain yang merupakan tidak digunakan dalam penelitian ini. Kesimpulan dalam penelitian ini bahwa terdapat Bauran Promosi mempengaruhi Keputusan Pembelian Pelanggan di Canopi Restaurant Cambridge Shopping Mall, Medan.

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