The effect of promotion on customer purchase decision at pt indodairy continental

Edbert, Edbert (2019) The effect of promotion on customer purchase decision at pt indodairy continental. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In a good entrepreneurship system, proper planning is needed with a clear target market. This is needed as an effort to establish the smoothness between marketing in an effort to gain customer trust. Companies can do various things to increase customer trust such as giving promotions, appropriate prices and maximum service capabilities. With the company's ability to fulfill this, the customer as the target market will feel comfortable and will be loyal to the company.Decreasing purchasing decisions, allegedly because of marketing techniques, namely promotions that have not gone well Promotion is to introduce products to customers. Promotions are intended to make products that have the potential to influence customer in purchasing the product.Promotional capabilities shown by the company will greatly affect the results of decisions made by customers. Promotion is a marketing activity with the best success to attract consumer interest. Customers will always choose companies that provide promotions with the best advantages. Promotion is the main aspect that must be considered by companies in running sales and attracting customers. The object of this research is 63 customers at PT Indodairy Continental Using a sampling census method that is taken all the population become samples.Based on the results of the analysis, results have been made that the correlation coefficient is 0.888 which means there is a positive and strong relationship between promotion and customer purchasing decisions. The coefficient of determination is 78,8%. Based on the z test, count> ztable (6.99> 1.96) and states that h0 is rejected and ha is accepted with the hypothesis received and promotion has an impact on customer purchasing decisions at PT Indodairy Continental

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