The influence of product diversity and promotion on buying interest at Sociolla Medan

Jocevanie, Jocevanie (2022) The influence of product diversity and promotion on buying interest at Sociolla Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Buying interest is part of the component of consumer behavior in consuming attitudes, the tendency of respondents to act before the buying decision is actually implemented. One of the factors that influence buying interest is product diversity and another factor is promotion. The aim of this study is to determine if there is influence between product diversity and promotion towards buying interest at Sociolla Medan. Product diversity is a number of categories of products that are in a store with many types of merchandise which can be said to have a good breadth, Sales promotion is a marketing function that focuses on communicating marketing programs persuasively to the target audience. This study uses quantitative research and descriptive analysis method by distributing questionnaires to 130 respondents. The data analysis method that is used in this study is multiple linear regression test. The result of coefficient of determination (R2) is 0.072. It means that the 7.2% of buying interest is influenced by product diversity and promotion and the remaining 92.8% is influenced by other variables outside this research. Product diversity and promotion simultaneously have a positive and significant effect on buying interest at Sociolla Medan. There is no significant influence between product diversity and buying interest and there is a positive and significant influence between promotion and buying interest. It is recommended for the next researchers to also explore other variables that can affect buying interest such as price, service quality, location, social media marketing, and etc./ Minat beli merupakan bagian dari komponen perilaku konsumen dalam sikap mengkonsumsi, kecenderungan responden untuk bertindak sebelum keputusan pembelian tersebut benar-benar dilaksanakan. Salah satu faktor yang mempengaruhi minat beli adalah keragaman produk dan faktor lainnya adalah promosi. Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh antara keragaman produk dan promosi terhadap minat beli pada Sociolla Medan. Keanekaragaman produk adalah sejumlah kategori produk yang ada dalam suatu toko dengan banyak jenis merchandise yang dapat dikatakan memiliki keluasan yang baik, Sales promotion merupakan fungsi pemasaran yang menitikberatkan pada mengkomunikasikan program pemasaran secara persuasif kepada khalayak sasaran. Penelitian ini menggunakan penelitian kuantitatif dan metode analisis deskriptif dengan menyebarkan kuesioner kepada 130 responden. Metode analisis data yang digunakan dalam penelitian ini adalah uji regresi linier berganda. Hasil koefisien determinasi (R2) adalah 0,072. Artinya, minat beli sebesar 7,2% dipengaruhi oleh keragaman produk dan promosi dan sisanya sebesar 92,8% dipengaruhi oleh variabel lain di luar penelitian ini. Keragaman produk dan promosi secara simultan berpengaruh positif dan signifikan terhadap minat beli pada Sociolla Medan. Tidak terdapat pengaruh yang signifikan antara keragaman produk dengan minat beli dan terdapat pengaruh yang positif dan signifikan antara promosi dan minat beli. Disarankan bagi peneliti selanjutnya untuk juga mengeksplorasi variabel lain yang dapat mempengaruhi minat beli seperti harga, kualitas layanan, lokasi, pemasaran media sosial, dan lain-lain

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