PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ES KRIM MAGNUM WALL’S
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Institusion
Universitas Pembangunan Nasional Veteran Jawa Timur
Author
NIKI , PURWOSEMBODO
Subject
HF5001 Business. Business Administration
Datestamp
2014-11-13 05:23:19
Abstract :
The Complex transformation lifestyle of Indonesian People make people more aware with healthy lifestyle. Now, trend of a healthy lifestyle is increasing, it is makes the marketers to take advantage of this. But it is not easy to recognize the behavior and attitudes of consumers because they representwhat they needs and desires, but They often act otherwise. Because the consumer's buying decision influenced by many factors, including promotion factor itself. The purpose of this researchis to determine the influence of promotion on buying decisions Magnum Wall?s ice cream products. The method used is a descriptive quantitative method. Methods of data collection are observation, and questionnaire.Selected sample is the consumers who bought Walls Magnum ice cream in the Indomaret Shops, Rungkut Surabaya Area, with 97 respondents. Based on the analysis using simple linear regression , while the variable of promotion factor have t - hitung is greater than t - table , which is equal to 5.897 > 2.000 and significantlyvalue < alpha , of 0.00 < 0.05 The whole influence that shown by consumer andthe conclusion of this research is: promotion factor significantly influence to buying decision. From the results of this research are be expected that company still maintain quality of advertisement of television media with making the interested advertisement with attractive visualization, animation and audio multimedia that can more able to convince consumers to persuade consumers to buying a product they will gain satisfaction. Keywords : Promotion, Buying Decision
The Complex transformation lifestyle of Indonesian People make people more aware with healthy lifestyle. Now, trend of a healthy lifestyle is increasing, it is makes the marketers to take advantage of this. But it is not easy to recognize the behavior and attitudes of consumers because they representwhat they needs and desires, but They often act otherwise. Because the consumer's buying decision influenced by many factors, including promotion factor itself. The purpose of this researchis to determine the influence of promotion on buying decisions Magnum Wall?s ice cream products. The method used is a descriptive quantitative method. Methods of data collection are observation, and questionnaire.Selected sample is the consumers who bought Walls Magnum ice cream in the Indomaret Shops, Rungkut Surabaya Area, with 97 respondents. Based on the analysis using simple linear regression , while the variable of promotion factor have t - hitung is greater than t - table , which is equal to 5.897 > 2.000 and significantlyvalue < alpha , of 0.00 < 0.05 The whole influence that shown by consumer andthe conclusion of this research is: promotion factor significantly influence to buying decision. From the results of this research are be expected that company still maintain quality of advertisement of television media with making the interested advertisement with attractive visualization, animation and audio multimedia that can more able to convince consumers to persuade consumers to buying a product they will gain satisfaction. Keywords : Promotion, Buying Decision
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