PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KERIPIK PISANG PAK DJ

Afifah Azzura Inaldo, 1800861201094 (2023) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KERIPIK PISANG PAK DJ. skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

ABSTRACT Afifah Azzura Inaldo/ 1800861201094 / Faculty Of Economics, Management / The Effect of Promotion Mix on Purchase Decisions on Pak Dj's Banana Chips / Hj. Susilawati, S.E, M.Si (Advisor I) / Riko Mappadeceng, S.E, M.M (Advisor II). Sales at the Pak DJ Khas Jambi Souvenir Shop in the last five years, namely from 2017 to 2021, have always tended to decline. From the results of the initial survey, it was found that promotions were still not optimal because the Pak Dj Khas Jambi Souvenir Shop still lacked product promotion updates on social media. promotion and purchase decision (Study on Pak DJ's Banana Chips). The research method used in this research is descriptive and quantitative method. The types of data used are primary data and secondary data. Data collection methods used are observation and questionnaires. The population in this study were 976 consumers and the sample used was 91 respondents. Research results Based on the results of the hypothesis test (t test), the promotion mix variable is 11,895 with a t table value of 1.987 or 11,985 > 1.987, so t count > t table, then H0 is rejected and Ha is accepted. Significant level 0.001 <0.05. The correlation coefficient of determination or (R2) shows that the promotion mix has an influence on purchasing decisions, this can be shown by the correlation coefficient value of R of 0.614. This value indicates that the relationship between the promotion mix and purchasing decisions at the Pak Dj Khas Jambi Souvenir Shop is quite close, namely 78.4%. Meanwhile, the value of the test results for the coefficient of determination or (R2) is 0.614 or 61.4%, this illustrates that there is 61.4% of the influence of the promotion mix on purchasing decisions and the remaining 38.6% is influenced by other variables not examined in this study.

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