The influence of sales promotions and price towards customer purchase decision at No Brand Cafe, Medan

Michellee, Michellee (2022) The influence of sales promotions and price towards customer purchase decision at No Brand Cafe, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted to know whether sales promotion and price has an influence towards customer purchase decision at No Brand Café, Medan. The method used in this research is quantitative descriptive. The data being collected by using survey techniques, interview, and questionnaires. The sample was the customer that have ever purchase at No Brand Café, Medan within 1 year. The data analyzed using descriptive statistical analysis, research instrument test, classical assumption test, determination test and hypothesis test. The conclusion of this research is that sales promotion and price does has influence towards customer purchase decision at No Brand Café, Medan. From the test conducted, the result of data shows that the data normally distributed, no multicollinearity, and free of heteroscedasticity. The equation for this research is Y = 7.206 + 0.507X1 + 0.152X2. In addition, the hypothesis shows that both sales promotion and price does have an influence the customer purchase decisions as both significant value is smaller than 0.05. / Penelitian ini dilakukan untuk mengetahui apakah promosi dan harga berpengaruh terhadapat keputusan pembeli terhadap No Brand Café, Medan. Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif. Pengumpulan data dilakukan dengan Teknik survei, wawancara dan kuesioner. Sampel penelitian ini adalah pelanggan yang pernah bertransaksi di No Brand Café, medan dalam kurun waktu 1 tahun. Analisis dara menggunakan analisis statistic dekriptif, ujiinstrument penelitian, uji asumsi klasik, uji determinasi dan uji hipotesis. Kesimpulan dari penelitian ini adalah promosi dan harga berpengaruh tehadapat keputusan pembeli terhadap No Brand Café, Medan. Dari pengujian yang dilakukan, hasil data menunjukkan bahwa dara berdistribusi normal, tidak terjadi multikolinearitas, dan bebas heteroskedastisitas. Persamaan untuk penelitian ini adalah Y= 7.206 + 0.507X1 + 0.152X2 . Selain itu, uji hipotetsis menunjukkan bahwa promosi dan harga berpengaruh terhadap keputusan pembeli karena nilai signifikan keduanya lebih kecil dari 0.05.

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