PENGARUH PROMOSI PENJUALAN MELALUI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN PT. SNG INDO SEJAHTERA

SIBUEA, SOFIA MARTINA (2019) PENGARUH PROMOSI PENJUALAN MELALUI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN PT. SNG INDO SEJAHTERA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of sales promotion through social media on to consumer buying interest. This type of research is quantitative and the nature of the research is explanative. The method used is a survey that has two variables is sales promotion (x) against consumer buying promotion (y). The object of this research is PT. SNG Indo Sejahtera, with a total sample of 84 respondents. The theory used in this research is the uses and gratification theory, where in this theory media users play an active role in selecting and using the media. Therefore the results of this study use simple linear regression analysis techniques with hypothesis testing using normality test, Pearson correlation coefficient test , and statistical tests t. The results of this study indicate that partially sales promotion variables are a major factor in increasing consumer buying interest. In theory, sales promotion has an influence on consumer buying interest. This is evidenced from the results of the partial test (t test) indicating that the sales promotion shows a significant value supporting the hypothesis. This shows that the higher the level of sales promotion, it will increase consumer buying interest. Keywords: Uses and Gratification, Sales Promotion, Consumer Buying Interest Penelitian ini bertujuan untuk mengetahui Pengaruh Promosi Penjualan Melalui Media Sosial Terhadap Minat Beli Konsumen. Jenis penelitian ini adalah kuantitatif dan sifat penelitiannya eksplanatif. Metode yang digunakan adalah survei yang memiliki dua variabel yaitu promosi penjualan (x) terhadap minat beli konsumen (y). Objek penelitian ini adalah PT. SNG Indo Sejahtera, dengan total sampel yang diambil sebanyak 84 responden. Teori yang digunakan dalam peneltian ini adalah teori uses and gratification, dimana teori ini pengguna media memainkan peran aktif untuk memilih dan menggunakan media tersebut. Oleh karena itu hasil penelitian ini menggunakan teknik analisis regresi linier sederhana dengan uji hipotesis menggunakan uji normalitas, uji koefisien korelasi pearson, dan uji statistik t. Hasil penelitian ini menunjukkan bahwa secara parsial variabel promosi penjualan merupakan faktor utama dalam meningkatkan minat beli konsumen. Secara teori promosi penjualan memiliki pengaruh terhadap minat beli konsumen. Hal ini dibuktikan dari hasil uji parsial (uji t) menunjukkan bahwa promosi penjualan menunjukkan nilai signifikan mendukung hipotesis. Ini menunjukkan bahwa semakin tinggi tingkat promosi penjualan, maka akan meningkatkan minat beli konsumen. Kata Kunci: Uses and Gratification, Promosi Penjualan, Minat Beli Konsumen.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 122
NIM: 44215120140
Uncontrolled Keywords: Uses and Gratification, Promosi Penjualan, Minat Beli Konsumen.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 27 Sep 2019 02:07
Last Modified: 23 Oct 2019 06:16
URI: http://repository.mercubuana.ac.id/id/eprint/50942

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