PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA BATIK JAMBI K’YOU PELAYANGAN KOTA JAMBI

Sarifah Huzaimah, 1900861201004 (2023) PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA BATIK JAMBI K’YOU PELAYANGAN KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

ABSTRACT The purpose of this study was to determine the effect of sales promotions on purchasing decisions at JambiK'you Batik Jambi City Service. and To analyze the influence of competition on Jambi K'you Batik Jambi City Service. In discussing this problem the authors use quantitative research methods, namely quantitative research is research used to investigate, discover, describe and explain the features or qualities of social influence that cannot be explained. variables are usually measured by research instruments so that data consisting of numbers can be analyzed based on statistical procedures. The number of respondents in this study was 75 people. Batik K'you is an original Jambi batik business built by a craftsman named Syarifah Suraya who has been pioneered since 2000 and is located Jln. K.H.Jakfar, RT 01 Arab-Melayu Village, Serving District, Jambi City. She is a woman who was born across the city of Jambi, and has succeeded in building her batik business until now. He first learned batik in 1990, namely cotton batik, after that he learned silk batik and he took the services of written batik. In 1997 he was accepted to work at a craft center for cooking areca nut by Jambi Governor's wife Abdul Rahman Sayuti who served as governor of Jambi that year, in 2000 he began trying to produce his own batik business until now. The sales promotion variable is 0.258, meaning that every time there is an increase in sales promotion by 1%, the purchasing decision for Jambi K'you Batik Jambi City Service will increase by 25.8%. Based on hypothesis testing it is known that there is a significant influence between sales promotions on purchasing decisions at Jambi K'you Batik Serving Jambi City. this can be proven by a comparison between the calculated t values that are greater than t tables (1.998 > 1.99300). the sales promotion variable is able to explain the purchasing decision variable by 5.2% and the remaining 94.8% is influenced by other variables not examined in this study. Key Words : Sales Promotion And Purchase Decision

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