The effect of promotion towards purchasing decision at CV. Mandiri Success Jaya Medan

Janny, Gladys Felicia Lie (2021) The effect of promotion towards purchasing decision at CV. Mandiri Success Jaya Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the effect of promotion on purchasing decisions at CV Mandiri Sukses Jaya. CV Mandiri Sukses Jaya is engaged in selling spare parts, computer accessories, laptops and computers. In business activities that have been carried out in the last few years, there has been a decline in income, which is thought to have been caused by promotional problems. Promotions are used because they reach a target that cannot be achieved by advertising alone. It's also important to persuade customers to buy now rather than later, to buy your brand over competitors, to buy more and buy more often, rather than less. Descriptive and causal studies were used to analyze a sample of 105 customers. Respondents were customers of CV Mandiri Success Jaya who were taken using the probability sampling criteria of using simple random sampling. The distribution of questionnaires carried out has passed the validity and reliability test. The data tested also passed the normality test, heteroscedasticity test and linearity test. The coefficient of determination shows 49.7% that promotion affects purchasing decisions at CV Mandiri Success Jaya. For that it can be given to companies to have to hold promotions on a regular schedule, besides that you need to carry out various promotions from products to prices given, you need to see requests from consumers such as providing discounts and products given must meet consumer needs. The purchasing decision is good enough, but it needs improvement in terms of product quality which can be done by providing guarantees and competitive prices for other products so that it can make increased purchasing decisions./Tujuan dari penelitian ini adalah untuk menguji pengaruh promosi terhadap keputusan pembelian pada CV Mandiri Sukses Jaya.CV Mandiri Sukses Jaya bergerak di bidang penjualan sparepart, aksesoris komputer, laptop dan komputer.Dalam kegiatan bisnis yang dilakukan beberapa tahun terakhir ini memang mengalami penurunan dari segi pendapatan yang diduga disebabkan oleh masalah promosi. Promosi digunakan karena mereka mencapai target yang tidak dapat dicapai oleh iklan saja. Penting juga untuk membujuk pelanggan agar membeli sekarang daripada nanti, untuk membeli merek Anda daripada pesaing, untuk membeli lebih banyak dan membeli lebih sering, daripada lebih sedikit. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 105 pelanggan.Responden adalah pelanggan CV Mandiri Sukses Jaya yang diambil dengan menggunakan kriteria probabilitas sampling dengan menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas.Data yang diuji juga lolos uji normalitas, uji heteroskedastisitas dan uji linieritas. Nilai koefisien determinasi menunjukkan 49,7% bahwa promosi mempengaruhi keputusan pembelian pada CV Mandiri Sukses Jaya. Untuk itu dapat diberikan kepada perusahaan untuk harus mengadakan promosi dengan jadwal yang teratur, selain itu anda perlu melakukan berbagai promosi dari produk hingga harga yang diberikan, anda perlu melihat permintaan dari konsumen seperti memberikan diskon dan produk yang diberikan.harus memenuhi kebutuhan konsumen. Dari keputusan pembelian sudah cukup baik, namun perlu peningkatan dari segi kualitas produk yang dapat dilakukan dengan memberikan jaminan dan harga yang bersaing untuk produk lain sehingga dapat membuat keputusan pembelian meningkat.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Janny, Gladys Felicia LieNIM03011170059gladysfelicialiejanny@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSantris, BilyNIDN0129109003billy.santris@lecturer.uph.edu
Uncontrolled Keywords: promotion; purchasing decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11767 not found.
Date Deposited: 17 Aug 2021 06:24
Last Modified: 18 Jan 2022 03:50
URI: http://repository.uph.edu/id/eprint/41718

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