PENGARUH PROMOSI PENJUALAN DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TRANSMART CARREFOUR MEDAN FAIR

Sinuraya, Dodi Rivay (2016) PENGARUH PROMOSI PENJUALAN DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TRANSMART CARREFOUR MEDAN FAIR. Undergraduate thesis, UNIMED.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Promosi Penjualan dan Suasana Toko Terhadap Keputusan Pembelian Di Transmart Carrefour Medan Fair. Penelitian ini dilakukan pada Transmart Carrefour Medan Fair dengan jumlah populasi 1500 orang. Pengambilan sampel menggunakan teknik Accindental Sampling dengan jumlah sampel 94 orang pengunjung. Teknik pengumpulan data yang digunakan adalah melalui kuesioner (angket) yaitu dengan cara menyebarkan kuesioner kapada sampel (responden) dan mengumpulkannya kembali. Teknik analisis data yang digunakan adalah Regresi Linear Berganda yang dioperasikan melalui program SPSS versi 20.0 for windows. Sebelum data diregresikan maka terlebih dahulu di uji keterkaitannya antara variabel, datanya diuji menggunakan uji normalitas data, multikolinearitas, dan heteroskedastisitas. Serta untuk mengetahui kontribusi faktor Promosi Penjualan dan Suasana Toko Terhadap Keputusan Pembelian digunakan rumus Koefisien Determinasi (R2). Dari hasil analisis data maka diperoleh persamaan analisis regresi berganda 10.754 + 0.292 X1 + 0.248 X2. Variabel Promosi Penjualan mempunyai pengaruh yang positif sebesar 3,922 terhadap Keputusan Pembelian dengan tingkat signifikan sebesar 0,000, variabel Suasana Toko mempunyai pengaruh yang positif sebesar 2,894 terhadap Keputusan Pembelian dengan tingkat signifikan sebesar 0,005. Variabel Promosi Penjualan dan Suasana Toko secara simultan mempunyai pengaruh yang positif terhadap kepuasan konsumen sebesar 16.358 dengan tingkat signifikan sebesar 0,000. Dengan demikian dapat ditarik kesimpulan bahwa Promosi Penjualan dan Suasana Toko berpengaruh positif terhadap Keputusan pembelian Di Transmart Carrefour Medan Fair.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorRahmatsyah, Agus197708262006041002
Call Number: SK-2016 MAJ 003
Keywords: romosi Penjualan; Suasana Toko; Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory. Demography > HB3711 Business cycles. Economic fluctuations
H Social Sciences > HF Commerce > HF5001 Business > HF5801 Advertising
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mr Maknun
Date Deposited: 06 Jun 2016 05:22
URI: http://digilib.unimed.ac.id/id/eprint/5573

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