Pengaruh Promosi Penjualan Terhadap Perilaku Pembelian Konsumen Kota Palembang

Setiawan, Erick (2016) Pengaruh Promosi Penjualan Terhadap Perilaku Pembelian Konsumen Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine the effect of the sales promotion to consumer buying behavior. Sales promotion contain price discount, coupon, buy 1 get 1 free, and free sample. The population of this study were Palembang community. Samples determined by using quota sampling method, so there are 100 respondens. Testing the hypothesis using multiple regression analysis method with the help of SPSS Ver. 20. The test results showed that the first hypothesis (H1) which states that price discount affect the consumer buying behavior, accepted. The second hypothesis (H2) which states that coupon affect the consumer buying behavior, rejected. The third hypothesis (H3) which states that buy 1 get 1 free affect the consumer buying behavior, rejected. The forth hypothesis (H4 states that free sample affect the consumer buying behavior, rejected.

Item Type: Thesis (Undergraduate)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords: sales promotion, price discount, coupon, buy 1 get 1 free, free sample, consumer buying behavior
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 22 Feb 2020 04:16
Last Modified: 22 Feb 2020 04:16
URI: http://eprints.ukmc.ac.id/id/eprint/3435

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