PENGARUH IKLAN, PROMOSI PENJUALAN, HUBUNGAN MASYARAKAT, PENJUALAN PERSONAL, DAN PEMASARAN LANGSUNG TERHADAP MINAT BELANJA KONSUMEN DI ALFAMART PINANG, KOTA TANGERANG

KURNAEN, ABDU AFIF (2024) PENGARUH IKLAN, PROMOSI PENJUALAN, HUBUNGAN MASYARAKAT, PENJUALAN PERSONAL, DAN PEMASARAN LANGSUNG TERHADAP MINAT BELANJA KONSUMEN DI ALFAMART PINANG, KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of advertising, sales promotion, public relations, personal selling, and direct marketing on consumer shopping interest at Alfamart Pinang, Tangerang City. The population in this study were all people who live around Alfamart Pinang, Tangerang City, whose exact number was unknown. The research sample used the formula (Hair et al., 2014), namely the minimum sample size of 5-10 times the indicator variable, and the sample used was 110 respondents (Indicator 22x5). The sampling technique used was Non-probability Sampling. By using purposive sampling method technique. The data collection method uses the survey method, with the research instrument being a questionnaire. The data analysis method uses Partial Least Square (Smart-PLS) version 4.0. The results of this study indicate that (1) Advertising has a positive and insignificant effect on Shopping Interest, (2) Sales Promotion has a positive and significant effect on Shopping Interest, (3) Public Relations has a negative and insignificant effect on Shopping Interest, (4) Personal Selling has a positive and insignificant effect on Shopping Interest. (5) Direct Marketing has a positive and insignificant effect on Shopping Interest. Keywords: Advertising, Sales Promotion, Public Relations, Personal Selling, Direct Marketing, Shopping Interest. Penelitian ini bertujuan untuk menguji Pengaruh Iklan, Promosi Penjualan, Hubungan Masyarakat, Penjualan Personal, dan Pemasaran Langsung terhadap Minat Belanja Konsumen Alfamart Pinang, Kota Tangerang. Populasi pada penelitian ini adalah seluruh masyarakat yang berada disekitar Alfamart Pinang, Kota Tangerang yang tidak diketahui pasti jumlahnya. Sampel penelitian menggunakan rumus (Hair et al., 2014) yaitu ukuran sampel minimum 5-10 dikali variabel indikator, dan sampel yang digunakan sebanyak 110 responden (Indikator 22x5). Teknik pengambilan sampel yang digunakan Non-probability Sampling. Dengan menggunakan teknik metode purposive sampling. Metode pengumpulan data menggunalan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square (Smart-PLS) versi 4.0. Hasil penelitian ini menunjukan bahwa (1) Iklan berpengaruh positif dan tidak signifikan terhadap Minat Belanja, (2) Promosi Penjualan berpengaruh positif dan signifikan terhadap Minat Belanja, (3) Hubungan Masyarakat berpengaruh negatif dan tidak signifikan terhadap Minat Belanja, (4) Penjualan Personal berpengaruh positif dan tidak signifikan terhadap Minat Belanja. (5) Pemasaran Langsung berpengaruh positif dan tidak signifikan terhadap Minat Belanja. Kata Kunci: Iklan, Promosi Penjualan, Hubungan Masyarakat, Penjulan Personal, Pemasaran Langsung, Minat Belanja

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 530
NIM/NIDN Creators:	43120010234
Uncontrolled Keywords:	Iklan, Promosi Penjualan, Hubungan Masyarakat, Penjulan Personal, Pemasaran Langsung, Minat Belanja
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	29 Nov 2024 08:15
Last Modified:	29 Nov 2024 08:15
URI:	http://repository.mercubuana.ac.id/id/eprint/92944

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