PENGARUH PERIKLANAN DAN SALES PROMOTION JSMLINE TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN DI MINIMARKET ALFAMART

PAMULA, MOCHAMAD TEGAR (2021) PENGARUH PERIKLANAN DAN SALES PROMOTION JSMLINE TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN DI MINIMARKET ALFAMART. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Development of business world right now is demand company to be creative and innovation through marketing strategies that caught consumer attention so it can stand from all competitor and consumer make a purchase of a product that was an offer by the company. One of the ways companies make consumers interested in advertisement and sales promotion. The existence of social media is used by the company to spread advertisement and inform about sales promotion carried out. The main goal of this research is to know the effect of advertisement and sales promotion towards interest and decision purchase of all Alfamart followers from official account LINE in Alfamart minimarket. The method that was used in this research was the quantitative method with an explanatory descriptive approach. Sample taking technic was using purposive sampling with 100 responders in total. Data gathering technic was using questionnaires as primary data. The result of this research showed that advertisement and sales promotion positively effective and significantly toward buying interest from Alfamart official account LINE followers in the amount of 54% and effecting the decision in purchase in the amount of 54.2% so it concludes that advertisement and sale promotion JSMLINE positively effective and significantly toward interest and decision in purchasing from Alfamart official account LINE followers Keywords: Advertisement. Sales Promotion, Purchase Interest, Purchase decision Perkembangan dunia usaha saat ini menuntut perusahaan untuk kreatif dan berinovasi melalui strategi pemasaran yang menarik perhatian konsumen agar dapat bertahan dari persaingan dengan kompetitor dan konsumen melakukan pembelian terhadap produk yang ditawarkan oleh perusahaan. Salah satu cara perusahaan untuk membuat konsumen tertarik yaitu salah satunya dengan periklanan dan sales promotion. Keberadaan media sosial juga dimanfaatkan perusahaan untuk menyebarkan iklan dan menginformasikan mengenai sales promotion yang dilakukan. Tujuan dari penelitian ini untuk mengetahui pengaruh periklanan dan sales promotion terhadap minat dan keputusan pembelian para followers official account LINE Alfamart di minimarket Alfamart. Metode yang digunakan dalam penelitian ini yakni metode kuantitatif dengan pendekatan deskriptif eksplanatori. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah 100 orang responden. Teknik pengumpulan data menggunakan kuisioner sebagai data primer. Hasil dari penelitian ini menunjukkan bahwa periklanan dan sales promotion berpengaruh positif dan signifikan terhadap minat beli para followers official account LINE Alfamart sebesar 54% dan berpengaruh terhadap keputusan pembelian sebesar 54,2%, sehingga dapat dikatakan bahwa periklanan dan sales promotion JSMLINE berpengaruh positif dan signifikan tehadap minat dan keputusan pembelian para followers official account LINE Alfamart. Kata Kunci : Periklanan, Sales Promotion, Minat Beli, Keputusan Pembelian

Item Type: Thesis (S2)
NIM/NIDN Creators: 55215120042
Uncontrolled Keywords: Periklanan, Sales Promotion, Minat Beli, Keputusan Pembelian
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: CALVIN PRASETYO
Date Deposited: 01 Jul 2023 01:32
Last Modified: 01 Jul 2023 01:32
URI: http://repository.mercubuana.ac.id/id/eprint/78591

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