The influence of customer experience, brand awareness, and sales promotion on purchase intention at PT Panen Budi Mandiri, Medan

Honasan, Victor (2023) The influence of customer experience, brand awareness, and sales promotion on purchase intention at PT Panen Budi Mandiri, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Panen Budi Mandiri is a company operating in the furniture sector. Purchase intentions at PT Panen Budi Mandiri, Medan, have decreased due to decreased transactions from consumers and a lack of consumer desire to make referrals to other colleagues to buy products at the company. The purpose of this research is to determine the effect of customer experience, brand awareness, sales promotion and purchase intention. Customer experience, Brand Awareness, and sales promotion is elements of marketing communications that aims to communicate company messages to consumers to increase their interest in purchasing products and services. Research method in this study with quantitative and descriptive methods using causal studies was used to analyze sample of 115 customers. Respondents are customers of PT Panen Budi Mandiri who are taken using sampling criteria using non probability with convenience sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that customer experience, Brand Awareness, and sales promotion simultaneously have a positive and significant effect on purchase intention with a coefficient of determination of 36.27%. customer experience, Brand Awareness, and sales promotion partially have a positive and significant effect on purchase intention. It can be recommended to PT Panen Budi Mandiri to actively communicate and interact with consumers, consider implementing a stronger branding strategy, needs to listen to customer feedback and utilize customer data to send offers/PT Panen Budi Mandiri merupakan perusahaan yang bergerak di bidang furniture. Niat beli di PT Panen Budi Mandiri, Medan, mengalami penurunan karena menurunnya transaksi dari konsumen dan kurangnya keinginan konsumen untuk melakukan referensi kepada rekan kerja lainnya untuk membeli produk di perusahaan tersebut. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh customer experience, brand awareness, sales promotion dan purchase intention. Customer experience, Brand Awareness, dan promosi penjualan merupakan elemen komunikasi pemasaran yang bertujuan untuk mengkomunikasikan pesan perusahaan kepada konsumen untuk meningkatkan minat beli produk dan jasa. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausalitas digunakan untuk menganalisis sampel sebanyak 115 pelanggan. Responden merupakan pelanggan PT Panen Budi Mandiri yang diambil dengan menggunakan kriteria pengambilan sampel menggunakan non probability dengan teknik convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa pengalaman pelanggan, kesadaran merek dan promosi penjualan secara simultan berpengaruh positif dan signifikan terhadap minat beli dengan nilai koefisien determinasi sebesar 36,27%. pengalaman pelanggan, kesadaran merek dan promosi penjualan secara parsial berpengaruh positif dan signifikan terhadap minat beli. Dapat direkomendasikan kepada PT Panen Budi Mandiri untuk secara aktif berkomunikasi dan berinteraksi dengan konsumen, mempertimbangkan untuk menerapkan strategi branding yang lebih kuat, perlu mendengarkan umpan balik dari pelanggan dan memanfaatkan data pelanggan untuk mengirimkan penawaran

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