Agustin, Haifa Adilla (2025) PENGARUH PROMOSI WEDNESDAY IS WINGSDAY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RESTORAN WINGSTOP. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
A company needs a strategy to achieve company goals. Promotion is an important element for a company. Companies in the culinary sector, namely the Wingstop restaurant, also carry out various promotions. One of them is the Wednesday is Wingsday promotion. This promotion is held every Wednesday, as the name suggests. This research focuses on the influence of these promotions on consumer purchasing interest in the menu offered. By using the theory of Reasoned Action to understand the reasons for making consumer purchasing decisions. This research uses a quantitative approach, and the research method is a survey by distributing questionnaires. The influence of the Wednesday is Wingsday promotion on consumer purchasing decisions at Wingstop restaurants is very significant. Through the context of supporting promotional message language, communication of the products offered, collaboration between companies and consumers, and close connections between companies and consumers, Wingstop restaurants are able to create a strong attraction to encourage purchasing decisions. The results of this research show that the Wednesday is Wingsday promotion has a positive effect on consumer purchasing decisions. This is proven by the results of the calculated t value (9.519) > t table (1.660) and a significance value of 0.000 < 0.05, so H0 is rejected and Ha is accepted. Furthermore, the results of the coefficient of determination test show that the influence of the Wednesday is Wingsday promotion on Wingstop consumer purchasing decisions is 0.480 or 48.0%.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Sebuah perusaahaan membutuhkan strategi guna mencapai tujuan perusahaan. Promosi merupakan salah satu elemen penting bagi perusaahaan. Perusahaan pada sektor kuliner yakni restoran Wingstop, pun melakukan berbagai promosi. Salah satunya ialah promosi Wednesday is Wingsday. Promosi ini dilakukan setiap hari Rabu, sesuai namanya. Penelitian ini fokus pada pengaruh promosi tersebut terhadap minat beli konsumen pada menu yang ditawarkan. Dengan menggunakan teori SOR untuk memahami alasan dalam pengambilan keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif, dan metode penelitian ini adalah survey dengan penyebaran kuesioner. Pengaruh promosi Wednesday is Wingsday pada keputusan pembelian konsumen pada restoran Wingstop, sangat siginifikan. Melalui konteks bahasa pesan promosi yang mendukung, komunikasi produk yang ditawarkan, kolaborasi antar perusahaan dan konsumen, dan koneksi erat antar perusahaan dan konsumen, restoran Wingstop mampu menciptakan daya tarik kuat untuk mendorong keputusan pembelian. Hasil penelitian ini menunjukkan bahwa promosi Wednesday is Wingsday berpengaruh positif terhadap keputusan pembelian konsumen. Hal ini dibuktikan dengan hasil nilai t hitung (9,519) > t table (1,660) dan nilai signifikansi sebesar 0,000 < 0,05, maka H0 ditolak dan Ha diterima. Selanjutnya, hasil uji koefisien determenasi menunjukkan bahwa besar pengaruh promosi Wednesday is Wingsday terhadap keputusan pembelian konsumen Wingstop sebesar 0,480 atau 48,0%. | |||||||||
| Uncontrolled Keywords: | Promotion, Purchasing Decisions Promosi, Keputusan Pembelian | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Haifa Adilla Agustin | |||||||||
| Date Deposited: | 24 Sep 2025 02:15 | |||||||||
| Last Modified: | 24 Sep 2025 02:15 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54884 |
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