The effect of promotion and distribution channel on consumer purchasing decision at UD. Ernata, Medan

Wangsa, Calvin (2021) The effect of promotion and distribution channel on consumer purchasing decision at UD. Ernata, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted with the aim of knowing the effect of promotion and distribution channels on consumer purchasing decisions at UD. Ernata because there are several obstacles that were revealed from the company's sales figures which decreased every quarter due to promotions and distribution channels. This research method uses quantitative methods to determine the relationship between promotions, distribution channels and consumer purchasing decisions. Furthermore, this research was conducted using a questionnaire distribution technique. Population conducted at UD. Ernata was around 2,850 people that is from January 2019 to September 2020 and to get the sample used non probability sampling for 97 people with accidental sampling technique. The results of this study indicate that this study has passed the validity test, reliability test, normality test, multicollinearity test and heteroscedasticity test. Based on the partial and simultaneous test, it can be concluded that the promotion and distribution channels have an effect on consumer purchasing decisions at UD. Ernata with a coefficient of determination of 0.782, which means 78.2% of consumer purchasing decisions are influenced by promotions and distribution channels. From the research results, it can be concluded that to determine the right promotion, UD. Ernata can increase the frequency of advertising and improve personal selling by adding employee knowledge. And to determine a good distribution channel, it can be done by improving the marketing channel from producers to UD. Ernata and consumers so as not to be constrained by the inventory of goods to be sold./Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh promosi dan saluran distribusi terhadap keputusan pembelian konsumen di UD. Ernata karena ada beberapa kendala yang terungkap dari angka penjualan perseroan yang mendapat penurunan setiap triwulan yang disebabkan oleh promosi dan saluran distribusi. Metode penelitian ini menggunakan metode kuantitatif untuk mengetahui hubungan antara promosi, saluran distribusi dan keputusan pembelian konsumen. Selanjutnya, penelitian ini dilakukan dengan menggunakan teknik penyebaran kuesioner. Populasi yang diamti di UD. Ernata berjumlah 2.850 orang yaitu pada bulan Januari 2019 sampai September 2020 dan untuk mendapatkan sampel digunakan non probability sampling sebanyak 97 orang dengan teknik sampling aksidental. Hasil penelitian ini menunjukkan bahwa penelitian ini telah melewati uji validitas, uji reliabilitas, uji normalitas, uji multikolineritas dan uji heteroskedastisitas. Berdasarkan uji parsial dan simultan dapat disimpulkan bahwa saluran promosi dan distribusi berpengaruh terhadap keputusan pembelian konsumen pada UD. Ernata dengan nilai koefisien determinasi sebesar 0,782 yang berarti 78,2% keputusan pembelian konsumen dipengaruhi oleh promosi dan saluran distribusi. Dari hasil penelitian, dapat disimpulkan bahwa untuk menentukan promosi yang tepat, UD. Ernata dapat meningkatkan frekuensi periklanan dan memperbaiki personal selling dengan menambahkan pengetahuan karyawan. Dan untuk menentukan saluran distribusi yang baik dapat dilakukan dengan memperbaiki saluran pemasaran dari produsen kepada UD. Ernata dan konsumen agar tidak terkendala dengan persediaan barang yang akan dijual.

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