The influence of promotion towards customer purchasing decision in PT Delica Indonesia

Kang, Vincent (2021) The influence of promotion towards customer purchasing decision in PT Delica Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this study, The research is about the influence of Promotion towards Customer Purchasing Decision in PT Delica Indonesia. The theory used in this study is related to the theory of Marketing, Promotion and Customer Purchasing Decision. In this study, the method used by the author is a quantitative analysis method. The types of data used in this study are primary data and secondary data. Data was collected through interviews, observation and questionnaires distributed to customers. The total population are 210 customers and sample are 138 customers. The sampling method that writer used in this study is random sampling technique. The scale used to measure variables is the Likert scale. The results of the partial test can be explained that tcount (11.661) > ttable (1.978) and a significant value of 0.000 <0.05, then Promotion does influence the Customer’s Purchasing Decision at PT Delica Indonesia. The coefficient of determination which can be seen from the results of the R square of 0.500. This means that the customer purchasing decision of 50% is explained by promotion and the remaining 50% is explained by other variables outside of this research, namely product, innovative, service The conclusion in this study that there is the Promotion does influence the Customer’s Purchasing Decision at PT Delica Indonesia. / Dalam studi ini, menguji pengaruh promosi terhadap Keputusan Pembelian Pelanggan di PT Delica Indonesia. Teori yang digunakan dalam penelitian ini berhubungan dengan teori pemasaran, promosi dan Keputusan Pembelian Pelanggan. 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, observasi dan kuisioner didistribusikan ke konsumen. Total populasi adalah 210 pelanggan dan sampel adalah 138 pelanggan. Metode sampling yang penulis digunakan dalam penelitian ini adalah teknik random sampling. Skala yang dipakai untuk mengukur variabel adalah skala Likert. Hasil sebagian tes dapat dijelaskan bahwa tcount (11.6661) > ttable(1.978) dan nilai yang signifikan dari 0.000 <0.05, kemudian promosi akan mempengaruhi keputusan pembelian pelanggan di PT Delica. Koefisien penentuan yang dapat dilihat dari Hasil R square dari 0.500. Ini berarti bahwa keputusan pembelian pelanggan 50% dijelaskan dengan promosi dan sisa 50% dijelaskan oleh variabel lain di luar penelitian ini, produk namely, inovatif, layanan Kesimpulan dalam studi ini bahwa ada promosi mempengaruhi keputusan pembelian pelanggan di PT Delica Indonesia.

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