Yuningsih, Iin (2024) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI PENGGUNAAN APLIKASI PESAN ANTAR ONLINE (Studi kasus Pengguna Jasa Pesan Antar Online pada UMKM Berani Pedas di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this research is to analyze the influence of the promotional mix, especially on the influence on purchasing decisions through the online delivery service application at the Berani Pedas UMKM in Serang City. The data collection technique was carried out using a questionnaire with a sample of 60 online delivery service application users who made purchases, with a sampling method using nonprobability sampling. The results of the research show that partially the four promotional mix variables which include advertising, sales promotion, public relations and direct marketing do not have a significant influence, while personal selling has a significant influence on purchasing decisions, but simultaneously all promotional mix variables have a significant influence on purchasing decisions. Among the promotional mix variables, personal sales is the variable that has the greatest influence on purchasing decisions through the use of online delivery service applications.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menganalisis pengaruh bauran promosi, khususnya pada pengaruhnya terhadap keputusan pembelian melalui pengiriman online aplikasi pelayanan pada UMKM Berani Pedas Kota Serang. Pengumpulan data Teknik dilakukan dengan menggunakan kuesioner dengan sampel sebanyak 60 orang dengan pengiriman online pengguna aplikasi jasa yang melakukan pembelian, dengan metode pengambilan sampel menggunakan pengambilan sampel nonprobabilitas. Hasil penelitian menunjukkan bahwa secara parsial keempat variabel bauran promosi yang meliputi periklanan, promosi penjualan, publik relasi dan pemasaran langsung tidak mempunyai pengaruh yang signifikan, sedangkan personal penjualan mempunyai pengaruh yang signifikan terhadap keputusan pembelian, namun secara bersamaan semuanya variabel bauran promosi mempunyai pengaruh yang signifikan terhadap keputusan pembelian. Diantara variabel bauran promosi, penjualan personal merupakan variabel yang mempunyai pengaruh pengaruh terbesar terhadap keputusan pembelian melalui penggunaan pengiriman online aplikasi layanan. | |||||||||
| Uncontrolled Keywords: | marketing, promotional mix, online delivery, purchasing decisions | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) T Technology > T Technology (General) Communication > Communication (General) |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | iin yuningsih | |||||||||
| Date Deposited: | 31 Dec 2024 10:27 | |||||||||
| Last Modified: | 31 Dec 2024 10:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44713 |
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