PENGARUH PROMOSI PENJUALAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ALFAMART TELANAIPURA KOTA JAMBI

Nadia Firadina Utami, 1700861201318 (2023) PENGARUH PROMOSI PENJUALAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ALFAMART TELANAIPURA KOTA JAMBI. skripsi thesis, Universitas Batanghari Jambi.

Text (PENGARUH PROMOSI PENJUALAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ALFAMART TELANAIPURA KOTA JAMBI) Skripsi - NADIA -.pdf - Published Version Download (2MB)

Abstract

ABSTRACT Nadia Firadina Utami/1700861201318/Management Economics/2022/The Effect of Sales and Location Promotion on Consumer Purchasing Decisions at Alfamart Telanaipura Jambi City/Hj. Susilawati SE, M.Si/Pupu Sopini SE, MM. The effect of promotion and location on consumer purchase decisions at alfamart telanai pura kota jambi will be conducted research to find out to find out an overview of sales promotion, location and consumer purchase decisions at Alfamart Telanaipura Jambi City, To analyze how the influence of sales promotion and location simultaneously on consumer purchasing decisions at Alfamart Telanaipura Jambi City, To analyze how the influence of sales promotion and location partially towards consumers' purchasing decisions at Alfamart Telanai Pura Kota Jambi. Sales Promotion is a determinant of success in a marketing program. Sales promotion is essentially all activities that are intended and to convey communicating a product or service to the target market to immediately carry out an action while location refers to the place of various marketing activities that seek to facilitate and facilitate the delivery or distribution of goods and services from producers to consumers. The method carried out in this study is field research / survey. The population in this study is Alfamart telanai pura kota jambi The object of this study is PT. Sumber Alfaria TRijaya Tbk which is one of the largest and leading retail companies in Indonesia. The company's outlet is named Alfamart, one of the outlets located on Jalan Arif Rahman Number 31 RT. 23 Simpang IV Sipin Village, Telanaipura District, Jambi City. The workforce is owned by 8 employees and 1 manager From the gender characteristics of respondents more female than male, the average age of respondents in adulthood and young age, on income consumers at Alfamart have a middle income. For the frequency of sales promotion, daily necessities promos are carried out every week, promos are carried out as attractive as possible. Alfamart telanai pura jambi city is easily accessible by public transportation facilities to meet the daily needs of consumers so that consumers are not difficult to find the existence of traffic in the parking lot, comfortable consumers, strategic environment, but the location is close to similar minimarkets in telanai pura. Consumers can easily get everyday goods From the answers of Alfamart Telanai respondents on sales promotion, consumers are satisfied and impressed with the frequency of promotions carried out by Alfamart telanai pura with a good score, therefore it is necessary to make creative and innovative breakthroughs for promotion and sales of existing products. In the respondent's statement about the location indicator, the location indicator shows the highest score with a good category. As for the location of traffic, it also has good variables which means that consumers feel that Alfamart Telanaipura must support government regulations. For purchasing decision variables, the category is high which indicates that respondents from consumers have a high interest. While the lowest score is the choice of distribution of products at alfamart Telanaipura. Thus, the leadership of alfamart needs to make consumer convenience in purchasing products by providing the number of goods according to the needs of consumers. Results of answers from the questionnair.

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