PENGARUH PROMOSI BUY ONE GET ONE SEPATU CONVERSE SPORT STATION LIPPO MALL PURI TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN

SUGIAR, DADAN (2020) PENGARUH PROMOSI BUY ONE GET ONE SEPATU CONVERSE SPORT STATION LIPPO MALL PURI TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The role of promotion is increasingly considered important for each company, especially in companies engaged in the retail industry. Promotion is not only used as a tool to win the competition but is now more used as a form of stimulus designed to attract the attention of consumers to be able to form an action in the form of a buying decision. That is what underlies one of the Sport Station sports retail stores carrying out a sales promotion activity in the form of a buy one get one to influence consumers to take an action in the form of a buying decision. In this study, researchers used the S-O-R theory and AIDA theory as a foundation in the selectivity of sales promotions in the form of buy one get one to consumers in making purchasing decisions convese shoes. In this study the researchers also explained the limitations of the study which only took one dimension in sales promotion that is discounted prices. This research is an explanatory quantitative type of survey method. The researcher connects or searches for cause and effect between the two variable under study. The samples in this study were 95 sporting mall lippo mall castle consumers. In this study, the results of r Square with the help of SPSS 25.0 buy one get one sales promotion gave an effect of 71.1% on the purchase decision of converse shoes and the rest was influenced by other sales promotion factors outside the buy one get one sales promotion. Keywords : promotion, purchase decision, converse shoes Peran promosi semakin dianggap penting bagi tiap perusahaan khususnya pada perusahaan yang bergerak dibidang indusri ritel. Promosi tidak hanya digunakan sebagai alat untuk memenangkan persaingan tetapi kini lebih digunakan sebagai bentuk stimulus yang di rancang untuk menarik perhatian konsumen agar mampu membentuk sebuah tindakan berupa keputusan pembelian. Hal itu lah yang melandasi salah satu toko ritel olah raga Sport Station melakukan sebuah kegiatana promosi penjualan berupa buy one get one guna mempengaruhi konsumen agar mau untuk melakukan sebuah tindakan berupa keputusan pembelian. Dalam penelitian ini peneliti menggunakan teori S-O-R dan teori AIDA sebagai landasan dalam selektivitas promosi penjualan berupa buy one get one terhadap konsumen dalam melakukan keputusan pembelian sepatu convese. Dalam penelitian ini juga peneliti memaparkan batasan penelitian yang hanya mengambil salah satu dimensi dalam promosi penjualan yaitu potongan harga. Penelitian ini merupakan penelitian yang bertipe kuantitatif eksplanatif dengan metode survei. Peneliti menghubungkan atau mencari sebab akibat antara dua variable yang diteliti. Yang dijadikan sampel dalam penelitian ini yaitu konsumen sport station lippo mall puri sejumlah 95 orang. Dalam penelitian ini didapatkan hasil r Square dengan bantuan SPSS 25.0 promosi penjualan buy one get one memberikan pengaruh sebesar 71,1% terhadap keputusan pembelian sepatu converse dan sisanya dipengaruhi oleh faktor-faktor promosi penjualan lainnya diluar promosi penjualan buy one get one. Kata Kunci: promosi, keputusan pembelian, sepatu converse

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