Diva Nurul Latifa, - (2024) PENGARUH PEMBERIAN FREE GIFT TERHADAP KEPUTUSAN PEMBELIAN PRODUK ULTRA MILK: Survei Terhadap Followers Instagram @Ultra_Mym. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Persaingan usaha di Indonesia semakin ketat, salah satunya industri manufaktur. Ultra Milk sebagai salah satu produk dari industri tersebut merasakan dampak persaingan usaha di Indonesia. Dari beberapa data ditemukan bahwa Ultra Milk sebagai pelopor susu UHT dan pionir susu dalam kemasan siap minum di Indonesia kini mengalami penurunan dari berbagai aspek yang mempengaruhi keputusan pembelian konsumen. Sehingga, penelitian ini bertujuan untuk mengetahui gambaran promosi pemberian Free Gift yang dilakukan Ultra Milk dan gambaran Keputusan Pembelian yang terjadi pada followers Instagram @ultra_mym serta bagaimana dampak strategi promosi tersebut terhadap keputusan pembelian konsumen. Metode penelitian yang dilakukan adalah metode kuantitatif dengan teknik analisis data deskriptif dan verifikatif. Sampel yang digunakan dalam penelitian ini sebanyak 397 responden followers Instagram @ultra_mym. Hasil penelitian menunjukkan bahwa gambaran free gift serta gambaran keputusan pembelian followers @ultra_mym berada pada kategori tinggi dan terdapat pengaruh positif yang signifikan pada free gift yang diberikan Ultra Milk terhadap keputusan pembelian followers @ultra_mym. dari tiga indikator free gift, Ultra Milk perlu meningkatkan pembagian informasi terkait mekanisme dan cara mendapatkan free gift agar konsumen mendapatkan pengalaman yang baik selama promosi free gift berlangsung. Business competition in Indonesia is getting tighter, one of which is the manufacturing industry. Ultra Milk, as one of the products from this industry, is feeling the impact of business competition in Indonesia. From several data it was found that Ultra Milk as a pioneer of UHT milk and a pioneer of milk in ready-to-drink packaging in Indonesia is now experiencing a decline in various aspects that influence consumer purchasing decisions. So, this research aims to find out an overview of the promotion for giving Free Gifts carried out by Ultra Milk and a description of the Purchase Decisions that occur among Instagram followers @ultra_mym as well as the impact of this promotional strategy on consumer purchasing decisions. The research method used was a quantitative method with a descriptive and verification data analysis techniques. The sampel used in this research was 397 respondents from Instagram followers @ultra_mym. The research results show that the description of the free gift and the description of the purchasing decisions of @ultra_mym followers are in the high category and there is a significant positive influence on the free gifts given by Ultra Milk on the purchasing decisions of @ultra_mym followers. of the three free gift indicators, Ultra Milk needs to increase information sharing regarding the mechanism and how to get free gifts so that consumers have a good experience during the free gift promotion.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=id&user=MEgEG90AAAAJ ID Sinta Dosen Pembimbing Chairul Furqon : 5994043 Eka Surachman : 5979141 |
| Uncontrolled Keywords: | Free Gift, Keputusan Pembelian, Ultra Milk, Photocard, Stray Kids Free Gifts, Purchase Decision, Ultra Milk, Photocard, Stray Kids |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Diva Nurul Latifa |
| Date Deposited: | 24 Sep 2024 04:10 |
| Last Modified: | 24 Sep 2024 04:10 |
| URI: | http://repository.upi.edu/id/eprint/125744 |
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