PAMUNGKAS, FERDIKA RIAN (2019) PENGARUH POTONGAN HARGA PADA PROMOSI ILOVEJCO TERHADAP MINAT BELI MASYARAKAT URBAN JAKARTA BARAT (Survey Pada Penduduk Rw 4, Pegadungan, Kalideres, Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The fast food industry continues to change along with the development of the business world, competition, and consumer needs. Sales promotion is also used as an attraction to introduce products offered by the company to the public. The researcher was also interested in one of the promotions carried out by J.CO Donuts & Coffee company, namely the #ilovejco discount promotion. The theory used in this research refers to the theory of buying interest which there are factors that can influence a person's buying interest. This study also uses AISAS theory that describes the process and stage of someone to interested in buying something. This research uses explanatory survey method based on the questionnaire. This study used data collection techniques with questionnaires and other secondary data, the population of this study was 2.278.825 urban residents of West Jakarta and a sample of 100 people as respondents, in this study sampling was determined by Cluster sampling technique. Based on the results of the research analyzed, the results of Pearson correlation based on the results of the SPSS calculation that there is a correlation between the two variables, where the value of the correlation coefficient (r) is obtained at 0.809. Based on the research data, it can be seen that the Fcount value is 185.634 where the Fcount value is greater than Ftable of 3.94 or 185.634> 3.94. In addition, it is known that the sig value is 0.000 where the sig value is smaller than 0.05 or 0.000 <0.05, then H0 is rejected and Ha is accepted, meaning that the #ilovejco promotional price discount affects the Buying Interest in the West Jakarta Urban Society. Keywords: Discount, Buying Interest, Urban Society, Multistage Cluster Sampling Industri makanan cepat saji terus berubah seiring dengan perkembangan dunia usaha, persaingan, serta kebutuhan konsumen. Promosi penjualan pun dijadikan sebagai daya tarik untuk mengenalkan produk yang ditawarkan perusahaan kepada khalayak. Peneliti pun tertarik dengan salah satu promosi yang dilakukan oleh perusahaan J.CO Donuts & Coffee yaitu yaitu promosi potongan harga #ilovejco. Teori yang digunakan dalam penelitian ini mengacu pada teori Minat Beli yang didalamnya terdapat faktor-faktor yang dapat mempengaruhi minat beli seseorang. Selain itu penelitian ini juga menggunakan teori AISAS yang menjabarkan proses dan tahapan seseorang untuk berminat membeli sesuatu. Penelitian ini menggunakan metode survey eksplanatif yang berpedoman pada kuesioner. Penelitian ini menggunakan teknik pengumpulan data dengan kuisioner dan data skunder lainnya, populasi penelitian ini adalah masyarakat urban Jakarta Barat sebanyak 2.278.825 dan sampel sebanyak 100 orang untuk dijadikan responden, dalam penelitian ini penarikan sampel ditetapkan dengan teknik Multistage Cluster Sampling. Berdasarkan hasil penelitian yang dianalisis, hasil korelasi Pearson Berdasarkan hasil perhitungan SPSS bahwa ada korelasi antar kedua variable tersebut, dimana nilai koefisien korelasi (r) didapatkan sebesar 0,809. Berdasarkan data penelitian, dapat diketahui nilai Fhitung sebesar 185,634 dimana nilai Fhitung lebih besar dari Ftabel sebesar 3,94 atau 185,634 > 3,94. Selain itu, diketahui nilai sig sebesar 0,000 dimana nilai sig lebih kecil dari 0,05 atau 0,000 < 0,05, maka H0 ditolak dan Ha diterima, artinya Potongan Harga promosi #ilovejco berpengaruh terhadap Minat Beli Pada Masyarakat Urban Jakarta Barat. Kata Kunci: Potongan Harga, Minat Beli, Masayarakat Urban, Multistage Cluster Sampling
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