Pengaruh Promosi Penjualan Terhadap Minat Beli Konsumen Di Burger Bunderan Ciceri, Kota Serang
DOI:
https://doi.org/10.56721/prosalif.v2.2023.51Keywords:
Promotion, Sales, Consumer Buying InterestAbstract
This study aims to examine how much sales promotion influences consumer buying interest at a restaurant that sells burgers in the city of Serang. This food was chosen because the tendency of people to buy this burger is substantial. Moreover, there is a word-of-mouth promotion in it so that the purchasing power of consumers is also influential. To determine the level of influence, a measurement scale is needed. The research methods used included descriptive research design, the Slovin formula for sampling, and data analysis by simple regression analysis method and product moment correlation formulation. Based on data analysis, it is known that sales promotion is stated on a scale of importance, namely at a perfect level. And in the calculation of SPSS software version 16.0, the value of the closeness between sales promotion and purchase intention (variable X to variable Y) shows the medium category. With a weight of R = 0.529. And the two variables' partial KD or Determinant Coefficient is 7.8%, while other factors influence the remaining 92.2192% or 92.22%. So the effect of sales promotion on consumer buying interest at Burger Bunderan Ciceri, Serang City, is very significant.
References
Ainurzana, A. A., & Jemadi, J. (2023). Pengaruh Promosi Penjualan, Kepercayaan, dan Penggunaan Brand Ambassador K-Pop Idol Terhadap Minat Beli Konsumen Pada Marketplace Shopee. Journal of Management: Small and Medium Enterprises (SMEs), 16(2), 351-366.
Assauri, S. (2011). Manajemen Pemasaran. –Ed.1-11--. Jakarta: Rajawali Pers.
Bustomi, T., Turmudzi, D., & Chaidir, J. (2020, March). Implementation Strategy of Village Fund Distribution Policy: Development of Rural in Serang District. In International Conference on Public Administration, Policy and Governance (ICPAPG 2019) (pp. 228-238). Atlantis Press.
Chaidir, J., Hidayati, P. P., & K. Harnadi, K. (2023). The Relationship between Critical Thinking Ability and Problem-Based Learning with a Causality Pattern in Learning Improvement. MIX: JURNAL ILMIAH MANAJEMEN, 13(1), 122.
Erlangga, H., Mulyana, Y., Sunarsi, D., Solahudin, M., Dwiwarman, D. A., Waskita, N. I. D., ... & Purwanto, A. (2021). The effect of organizational commitment and work environment on job satisfaction and teachers performance. Turkish Journal of Computer and Mathematics Education, 12(7), 109-117.
Fiona, D. R., & Hidayat, W. (2020). Pengaruh promosi penjualan dan e-service quality terhadap minat beli ulang melalui kepuasan pelanggan (Studi pada pelanggan Gopay di Jabodetabek). Jurnal Ilmu Administrasi Bisnis, 9(1), 333-341.
Haerofiatna, H., & Chaidir, J. (2023). Regional Regulations: Implementation of Electronic-based Government System. European Journal of Business and Innovation Research, 11(3), 61-69.
Haerofiatna, H., & Chaidir, J. (2023). Smart City Master Plan for the Government of Serang Regency. Global Journal of Human Resource Management, 11(3), 1-11.
Kania, D., & Mudayat, M. (2022). Kinerja karyawan hotel bintang 4 dan bintang 5 di Bandung Raya. Jurnal Integrasi Sumber Daya Manusia, 1(1), 1–20.
Shiratina, A., Indika, D. R., Komariyah, I., Kania, D., & Solihin, E. H. (2020). Pemasaran Online Melalui Penerapan Iklan Secara Digital. Jurnal Sains Manajemen, 2(1), 15-23.
Sugiyono. (2010). Metode Penelitian Bisnis. Bandung: Alfabeta, CV.
Swastha, B. I. (2008). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Yoebrilianti, A. (2014). Pengaruh promosi penjualan terhadap minat beli produk fashion dengan gaya hidup sebagai variabel moderator (Studi Kasus Pada Jejaring Sosial). Jurnal Manajemen, 8(1), 20-41.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Qonitah Malina Amalia, Abdul Malik
This work is licensed under a Creative Commons Attribution 4.0 International License.
