PENGARUH PROMOSI PENJUALAN (POTONGAN HARGA) TERHADAP MINAT BELI KONSUMEN BRAND WAKAI PADA PLATFORM WEBSITE (Survey pada Followers Instagram @wakaiindonesia)

Abhimata, Ranca (2024) PENGARUH PROMOSI PENJUALAN (POTONGAN HARGA) TERHADAP MINAT BELI KONSUMEN BRAND WAKAI PADA PLATFORM WEBSITE (Survey pada Followers Instagram @wakaiindonesia). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Setiap perusahaan memiliki kesempatan untuk mengenali peluang berdasarkan permintaan konsumen terhadap produk, seperti dalam industri fashion. Permintaan ini dipicu oleh keinginan konsumen untuk meningkatkan status sosial melalui simbol-simbol yang terkait dengan produk yang mereka pilih. Karena itu, respons cepat terhadap permintaan pasar menjadi kunci agar produk lebih diminati oleh konsumen. Salah satu strategi yang efektif adalah melaksanakan promosi penjualan untuk menarik minat pembelian konsumen. Sebagai ilustrasi, Wakai sebuah merek sepatu dari PT. Metrox Group yang aktif dalam ritel fashion di Indonesia, menggunakan promosi penjualan sebagai bagian penting dari strategi mereka. Penelitian ini difokuskan pada pengaruh Promosi Penjualan (Potongan Harga) Terhadap Minat Beli Konsumen Brand Wakai. Tujuan dari penelitian ini adalah untuk menilai dampak potongan harga dalam promosi penjualan terhadap minat beli konsumen terhadap produk dari merek Wakai. Penelitian ini menggunakan teori Bauran Promosi Menurut Kotler & Keller, 2012 (Promosi Penjualan) dan teori Minat Beli, Menurut Kotler & Keller, 2012 (Minat Transaksional, Minat Refensial, Minat Prefensial dan Minat Eksploratif). Hasil penelitian berdasarkan analisis data menunjukkan bahwa Frekuensi merupakan dimensi Promosi Penjualan (Potonga Harga) yang paling dominan dan berpengaruh terhadap minat beli konsumen. Berdasarkan uji hipotesis secara promosi penjualan memiliki pengaruh terhadap Minat Beli Konsumen Pada Brand Wakai. Dari hasil penelitian ini diperoleh kesimpulan bahwa besarnya Pengaruh promosi penjualan (potongan harga) terhadap minat beli konsumen pada Brand Wakai adalah 60,2% Every company has the opportunity to identify opportunities based on consumer demand for products, such as in the fashion industry. This demand is driven by consumers' desire to enhance their social status through symbols associated with the products they choose. Therefore, a quick response to market demand is crucial for products to be more appealing to consumers. One effective strategy is to implement sales promotions to attract consumer purchasing interestfor instance, Wakai, a shoe brand under PT. Metrox Group active in the retail fashion industry in Indonesia, utilizes sales promotions as a key part of their strategy. This study focuses on the impact of sales promotions, specifically discounts, on consumer purchase intention towards the Wakai brand. The aim of this research is to assess the effect of discount promotions on consumer purchase intention towards Wakai products. This study uses the theory of Promotion Mix according to Kotler & Keller, 2012 (Sales Promotion) and the theory of Purchase Interest, according to Kotler & Keller, 2012 (Transactional Interest, Referential Interest, Preferential Interest and Exploratory Interest). The results of the study based on data analysis show that Frequency is the most dominant and influential dimension of Sales Promotion (Discount) on consumer buying interest. Based on hypothesis testing, sales promotion has an influence on consumer buying interest in the Wakai brand. From the results of this study, it is concluded that the magnitude of the effect of sales promotion (price discounts) on consumer buying interest in the Wakai Brand is 60,2%.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44320010014
Uncontrolled Keywords: Promosi Penjualan, Potongan Harga, Minat Beli, Produk Wakai. Sales Promotion, Discount, Purchase Intention, Product Wakai.
Subjects: 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 Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 16 Jul 2024 06:17
Last Modified: 16 Jul 2024 06:17
URI: http://repository.mercubuana.ac.id/id/eprint/89582

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