Satinih, - (2022) PENGARUH SALES PROMOTION TERHADAP PENINGKATAN PURCHASE INTENTION PADA PRODUK WARDAH. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pertumbuhan bisnis yang semakin pesat mengakibatkan persaingan antar pelaku usaha semakin ketat, membuat orang tertarik untuk membeli produk yang dijual oleh suatu usaha, merupakan masalah yang sering dialami oleh semua pelaku usaha dan menjadi masalah yang paling signifikan. Era globalisasi telah Memberikan dampak cukup signifikan untuk perkembangan dunia. Menjual produk sekarang bisa melalui internet. untuk mendukung semua itu, perlu dilakukan strategi yang bagus dan menarik yaitu dengan melakukan strategi Sales Promotion, merupakan langkah yang perusahaan ambil untuk menarik perhatian konsumen. Kosmetik merupakan penunjang penampilan dan pelengkap riasan bagi perempuan. Penelitian ini bertujuan untuk mengetahuii pengaruh antara Sales Promotion terhadap Purchase Intention. yang disurvei pada konsumen Produk Wardah. Objek dalam penelitian ini adalah followers atau Konsumen produk Wardah Beauty yang berdomisili di Bandung Jawa Barat. Dengan menggunakan metode deskriptif dan verifikatif dengan jumlah sampel sebanyak 100 orang, yang merupakan pengikut Instagram wardahbeauty atau konsumen produk wardah. dengan menggunakan teknik sampling purposive sampling. teknik analisis yang digunakan adalah koefisien korelasi pearson product moment dan analisis regresi sederhana, dengan menggunakan SPSS 25 for windows. Indikator kupon dalam variable independent ent memiliki rata-rata skor tertinggi dan indikator sampel memiliki rata-rata skor terendah. Sedangkan indikator preferensial dalam variable dependent ent memiliki rata-rata skor tertinggi dan indikator eksploratif memiliki rata-rata skor terendah. Hasil penelitian menunjukan promosi penjualan berpengaruh positif dan signifikan terhadap niat beli konsumen. Rapid business growth has resulted in increasingly fierce competition between business actors, making people interested in buying products sold by a business, is a problem that is often experienced by all business actors and is the most significant problem. The era of globalization has had a significant impact on world development. Selling products can now be via the internet. To support all of that, it is necessary to do a good and interesting strategy, namely by carrying out a Sales Promotion strategy, which is a step the company takes to attract the attention of consumers. Cosmetics are supporting appearance and complementary makeup for women. This study aims to determine the effect of Sales Promotion on Purchase Intention. surveyed on consumers of Wardah Products. The object of this research is the followers or consumers of Wardah Beauty products who are domiciled in Bandung, West Java. By using descriptive and verification methods with a Sample of 100 people, who are Instagram followers of wardahbeauty or consumers of wardah products. by using purposive sampling technique. The analytical technique used is the Pearson product moment correlation coefficient and simple regression analysis, using SPSS 25 for windows. The Coupon indicator in the independent ent variable has the highest average score and the Sample indicator has the lowest average score. While the preferential indicator in the dependent ent variable has the highest average score and the exploratory indicator has the lowest average score. The results showed that Sales Promotion had a positive and significant effect on consumers' Purchase Intentions.
| Item Type: | Thesis (S1) |
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| Additional Information: | Link Google Scholar Pembimbing Heny Hendrayati : https://fpeb.upi.edu/resource/heny-hendrayati-s-ip-mm/ Eka Surachman : https://fpeb.upi.edu/resource/dr-eka-surachman-ss-si-mt/ ID Sinta Pembimbing Heny Hendrayati :5994544 Eka Surachman : 5979141 |
| Uncontrolled Keywords: | Sales Promotion, Purchase Intention, Kosmetik dan wardah |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Satinih |
| Date Deposited: | 02 Sep 2022 03:18 |
| Last Modified: | 02 Sep 2022 03:18 |
| URI: | http://repository.upi.edu/id/eprint/77343 |
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