Pengaruh Sales Promotion terhadap Keputusan Pembelian Konsumen di Maxx Coffee RS Siloam TB Simatupang

Abstract

The number of coffee shops in Indonesia as of August 2019 reached more than 2,950 outlets, an increase of almost three times compared to 2016, which was only 1,000 outlets. Sales promotion which is an important element and can influence consumers to buy and use the products or services offered by the company. The purpose of this study was to determine the extent of the promotion mix at Max Coffee Rs Siloam TB Simatupang. This study uses quantitative research methods with a descriptive approach. Sources of data in the analysis are secondary data obtained from Maxx Coffee Siloam Hospital Tb Simatupang and primary data obtained from distributing questionnaires to 100 respondents and direct observation at the research site. The data analysis technique used was simple linear regression analysis with SPSS version 23. The results of the research on the simultaneous test were obtained from the calculated F value = 56.707 with a significance of 0.000 with an omission of 0.05. So that it is proven that there is a simultaneous influence between the independent variable Sales Promotion on the dependent variable of Purchase Decision. Partially, the indicator of the sales promotion variable is based on the T value, it is known that the t-count value is 8.004> 1.987 t table. So it can be concluded that there is an influence between the independent variables Sales Promotion (coupons, rebates, price packs) on the dependent variable Purchase Decision. The author suggests to the company to be able to carry out attractive promotions and advertisements carried out by the company must be really creative and varied so that efforts to provide complete information related to product advantages can be well received by consumers.