The influence of sales promotion and social media marketing towards consumer purchase decision in PT Alfa Scorpii A.R. Hakim Medan

Arifin, Alvin (2021) The influence of sales promotion and social media marketing towards consumer purchase decision in PT Alfa Scorpii A.R. Hakim Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

World-wide economy saw a drastic downturn in the year 2020, as this research was written, and the effect of this pandemic-induced downturn affects the motorcycle industry in Indonesia as well. In order to minimize the detrimental effects, companies had sought methods to boost sales, or at the very least maintain it; PT Alfa Scorpii A.R. Hakim Medan was not an exception. The company has operated over a decade, with good performance, and was established in terms of conducting sales promotion, as well as social media marketing. The purpose of this research is to determine the influence of both sales promotion and social media marketing towards consumer purchase decision, both separately and simultaneously. Results show that sales promotion has an influence towards consumer purchase decision, social media marketing has an influence towards consumer purchase decision, and both independent variables simultaneously influence the dependent variable. It is also to be noted that both variables accounted for a significant portion of consumer purchase decision in the company; with sales promotion and social media marketing accounting for 70.1% of consumer purchase decision./Ekonomi dunia mengalami kemunduran drastis pada tahun 2020, saat skripsi ini dituliskan, dan efek dari kemunduran ini juga turut dirasakan industri sepeda motor Indonesia. Untuk meminimalisir efek yang merugikan, perusahaan-perusahaan mencari metode untuk meningkatkan penjualan, atau setidaknya menjaga agar penjualan stabil; PT Alfa Scorpii A.R. Hakim Medan tidak terkecuali. Perusahaan tersebut sudah beroperasi lebih dari satu dekade, dengan performa bagus, dan sudah mantap menjalankan promosi penjualan, juga pemasaran media sosial. Tujuan dari penelitian ini adalah untuk menentukan pengaruh dari promosi penjualan dan pemasaran media sosial terhadap keputusan pembelian konsumen, baik secara terpisah maupun secara simultan. Hasil menunjukkan bahwa promosi penjualan memiliki pengaruh terhadap keputusan pembelian konsumen, pemasaran media sosial memiliki pengaruh terhadap keputusan pembelian konsumen, dan kedua variabel independen secara simultan mempengaruhi variable dependen. Sebagai catatan, kedua variable bertanggung jawab untuk porsi yang signifikan dalam keputusan beli konsumen perusahaan; dengan promosi penjualan dan pemasaran media sosial bertanggung jawab untuk 70.1% dari keputusan pembelian konsumen.

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