The influence of brand image, sales promotion and sales product on purchase decision at PT Sukses Maju Bangunan Medan

Novendo, Novendo (2022) The influence of brand image, sales promotion and sales product on purchase decision at PT Sukses Maju Bangunan Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Sukses Maju Bangunan, Medan experienced a decline in purchasing decisions that can be seen from the sales data due to brand image, sales promotion and sales product. The objectives of this research is to analyze brand image, sales promotion and sales product have influence on purchase decision at PT Sukses Maju Bangunan Medan. Brand image, sales promotion and sales product have an important role in shaping purchase decision. Brand image, sales promotion and sales product are highly connected with purchase decision and company profitability. In this research, the writer used quantitative research design. The writer used descriptive and causal approach. The sampling technique used is simple random sampling. The population that being used by the writer in this research is the 148 customers and sample size on this research is 108 customer. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is P = .301BI + .274SP + .348S. The result of hypothesis test, brand image, sales promotion and sales product have an influence on purchase decision at PT Sukses Maju Bangunan Medan, either partial or simultaneous. Furthermore, brand image, sales promotion and sales product have 47.8% influence on purchase decision at PT Sukses Maju Bangunan Medan. PT Sukses Maju Bangunan Medan, it is hoped that the same or altered model can be applied to other research objects in the future to obtain general conclusions on the elements that affect purchase decision. / PT Sukses Maju Bangunan, Medan mengalami penurunan keputusan pembelian yang dapat dilihat dari data penjualan akibat citra merek, promosi penjualan dan penjualan produk. Tujuan dari penelitian ini adalah untuk menganalisis citra merek, promosi penjualan dan penjualan produk berpengaruh terhadap keputusan pembelian di PT Sukses Maju Bangunan Medan. Citra merek, promosi penjualan dan produk penjualan memiliki peran penting dalam membentuk keputusan pembelian. Citra merek, promosi penjualan dan produk penjualan sangat terkait dengan keputusan pembelian dan profitabilitas perusahaan. Dalam penelitian ini penulis menggunakan desain penelitian kuantitatif. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah Simple random sampling. Populasi yang digunakan oleh penulis dalam penelitian ini adalah 148 pelanggan dan ukuran sampel pada penelitian ini adalah 108 pelanggan. Penelitian ini juga lulus uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah P = .301BI + .274SP + .348S. hasil uji hipotesis, citra merek, promosi penjualan dan penjualan produk berpengaruh terhadap keputusan pembelian di PT Sukses Maju Bangunan Medan, baik parsial maupun simultan. Selain itu, brand image, sales promotion dan sales product memiliki pengaruh sebesar 47,8% terhadap keputusan pembelian di PT Sukses Maju Bangunan Medan. PT Sukses Maju Bangunan Medan, diharapkan model yang sama atau diubah dapat diterapkan pada objek penelitian lain di masa depan untuk mendapatkan kesimpulan umum tentang unsur-unsur yang mempengaruhi keputusan pembelian .

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