Putra, Dicky Ardina (2022) Pengaruh Promosi Penjualan Dan Lokasi Terhadap Keputusan Pembelian Bahan Material Bangunan Di UD. Bintang Banggle. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current era of globalization, technological developments are very rapid so that competition between trading businesses is increasing. The success achieved by a trading business in running a business is related to the proliferation of purchasing decisions in the trading business, trading businesses need to pay close attention to sales promotions and locations so that purchasing decisions continue to grow rapidly, namely by working hard to make sales promotion strategies in selling products related to efforts face stiff competition with competitors who can provide greater value to consumers. Basically, with the increasing number of competitors, the more choices people make in determining product purchasing decisions that are in accordance with what people expect. One of the factors that must be considered in addition to sales promotion is location because location can influence someone in making purchasing decisions. On this basis, this research aims to determine the effect of sales promotion and location on purchasing decisions for building materials at UD. Bintang Banggle. This research is quantitative research with data analysis technique using SEM with SmartPLS analysis tool. With a population of all consumers who make purchases at UD. Bintang Banggle, primary data was collected using a questionnaire through accidental sampling technique which was distributed to 60 respondents, namely consumers UD. Bintang Banggle while secondary data was obtained from UD. Bintang Banggle. The results showed that sales promotion had a positive and significant effect on purchasing decisions at UD. Bintang Banggle, the better the sales promotion, the higher consumers will make purchasing decisions and location has a positive and significant effect on purchasing decisions at UD. Bintang Banggle, when the location is easily accessible or strategic, the higher the consumer will make a purchase decision. Keywords: Sales promotion, Location, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | DICKY ARDINA PUTRA | ||||||||
| Date Deposited: | 08 Aug 2022 06:22 | ||||||||
| Last Modified: | 08 Aug 2022 06:22 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8692 |
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