REFLINDRA, FARAH (2024) PENGARUH DIRECT MARKETING UBI CILEMBU TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM CILEMBU SWEET DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of the study was to analyze the effect of direct marketing on purchasing decisions at UMKM Cilembu Sweet in Serang City. The population used in the study were consumers of UMKM Cilembu Sweet who had purchased products, and the sample used was 72 respondents. The analysis method in this study uses simple linear regression analysis and Method Of Successive Interval (MSI) with hypothesis test which include the T-Test (partial) and the Coefficient of Determination through the SPSS 21 application. The variables used in this study are direct marketing (X) which includes face to face selling, telemarketing, kiosk marketing, and online marketing, and purchasing decisions (Y) which include product choice, choice of distributor/seller, amount of product purchase, purchase time, and payment method. The regression anlaysis result show the equation : Y = 14.169 + 0.819X, this states tha direct marketing carried out by UMKM Cilembu Sweet can positively predict purcashing decisions. The results of the T-Test (Partial) show that there is a significant effect of Direct marketing (X) on Purchasing Decisions at UMKM Cilembu Sweet. Based on the coefficient determination, it shows that the Purchase Decision (Y) can be explained by Direct Marketing (X).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan penelitian untuk menganalisis pengaruh direct marketing ubi cilembu terhadap keputusan pembelian pada UMKM Cilembu Sweet di Kota Serang. Populasi yang digunakan dalam penelitian adalah konsumen UMKM Cilembu Sweet yang pernah membeli produk dan sampel yang digunakan sebanyak 72 responden. Metode analisis pada penelitian ini menggunakan analisis regresi linear sederhana dan Method of Successive Intveral (MSI) dengan Uji Hipotesis yang mencakup Uji T (Parsial) dan Koefisien Determinasi melalui aplikasi SPSS 21. Variabel yang digunakan dalam penelitian ini adalah direct marketing (X) yang mencakup Face to face selling, Telemarketing, Kiosk marketing, dan Online Marketing, serta Keputusan pembelian (Y) yang mencakup Pilihan produk, Pilihan penyalur/penjual, Jumlah pembelian produk, Waktu pembelian, dan Metode pembayaran. Hasil analisis regresi menunjukkan persamaan Y = 14,169 + 0,819X, ini menyatakan bahwa direct marketing yang dilakukan UMKM Cilembu Sweet dapat memprediksi secara positif terhadap Keputusan pembelian. Hasil uji T (parsial) menunjukkan terdapat pengaruh signifikan dari Direct Marketing (X) terhadap Keputusan Pembelian di UMKM Cilembu Sweet. Berdasarkan Koefisien determinasi menunjukkan bahwa keputusuan pembelian (Y) dapat dijelaskan oleh direct marketing (X). | |||||||||
| Uncontrolled Keywords: | Direct Marketing, Purchase Decision, Ubi Cilembu, UMKM Cilembu Sweet | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Farah Reflindra Farah Reflindra | |||||||||
| Date Deposited: | 03 Jul 2024 11:52 | |||||||||
| Last Modified: | 03 Jul 2024 11:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37310 |
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