Analisis Strategi Promosi Dari Faktor Advertising Dan Sales Promotion Terhadap Tingkat Volume Penjualan Pada Ud. Bintang Motor Lamongan

Habibah, Zahrotul; Kusbandono, Danu

doi:10.30736/ekbis.v18i2.155

Cited by 2 publications

(3 citation statements)

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“…Promosi penjualan menjadi bahan inti dalam kampanye pemasaran, terdiri dari koleksi alat insentif, sebagian besar jangka pendek yang dirancang untuk menstimulasi pembelian yang lebih cepat atau lebih besar atas produk atau jasa tertentu oleh konsumen atau perdagangan [6]. Promosi itu adalah sejenis komunikasi yang memberi penjelasan yang menyakinkan calon konsumen tentang barang dan jasa, promosi merupakan salah satu variabelyang sangat penting dilakukan oleh perusahaan dalam memasarkan suatu produk atau jasa [7].…”

Section: Pendahuluanunclassified

Persepsi E-Commerce Shopee terhadap Tingkat Daya Beli pada Pelanggan yang Berprofesi sebagai Karyawan

Utama

Rahman

Ariandi

et al. 2022

INFEB

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Buyers who work as employees are customers who are sales targets. This study aims to analyze the perceptions of customers who work as employees of E-Commerce Shopee. This analysis becomes a reference in identifying the level of purchasing power on the influence of price, promotion and quality of service. The data studied is the purchase intention of employees of PT Caterpillar Indonesia Batam. This study uses a quantitative descriptive method. The sampling technique was purposive sampling, namely 50 Shopee users as an employee online shopping platform. The results of this study show that based on the t test, price perceptions have a positive and insignificant effect on purchase intention, and based on the t test, promotion and service quality have a positive and significant effect on purchase intention. Based on the calculated t value for the price perception variable (X1) is 3.167, with a sig value of 0.146, the Promotion variable (X2) is 3.175 with a sig value of 0.325, the Service Quality variable (X3) is 0.225 with a sig value of 0.757. These results indicate that the perceived price, promotion, and service quality variables have a positive and partially significant effect on the purchase intention variable. The value of the regression equation test is 0.762, 0.780 and 0.678 which means that the relationship between perceptions of price, promotion, and service quality with employee performance is positive and significant. While the test results of the coefficient of determination, namely employee buying interest of 0.686 or 68.6%, are influenced by perceived price, promotion and service quality factors, while the rest are influenced by other factors.

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Section: Pendahuluanunclassified

Persepsi E-Commerce Shopee terhadap Tingkat Daya Beli pada Pelanggan yang Berprofesi sebagai Karyawan

Utama

Rahman

Ariandi

et al. 2022

INFEB

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“…Companies are required to have an advantage over their competitors in order to survive in the competition through the creation of greater value to customers. According to Kotler and Keller (2009) in Habibah (2017) marketing is an organizational function and a series of processes of creating, communicating, and delivering value to customers to establish relationships with customers to benefit the company so that the company can achieve its goals. The company's success in influencing consumer purchasing decisions is supported by efforts to build communication with consumers by building brands and innovating on a product (Muharam & Soliha, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…According to Kotler and Lane (2012) in Anggraeni and Soliha (2020) brand image is the vision and beliefs that consumers harbor, as a reflection of the associations that are held in consumers' memories. If consumers have no experience with a product, they tend to trust a preferred or well-known brand (Habibah, 2017). So in addition to brand image, advertising effectiveness is also a consideration for consumers in deciding on a purchase.…”

Section: Introductionmentioning

confidence: 99%

The Influence of Brand Image and Advertising Effectiveness on Purchasing Decisions for Supermie Instant Noodles in Gresik District

Tripambudi,

Purwanto

2023

JOSR

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Instant noodles are one of the most popular food products and are widely consumed by the public. In the midst of intense competition in the instant noodle industry, it is important for producers to understand the factors that influence consumer purchasing decisions. The purpose of this study was to identify and analyze the effect of brand image and advertising effectiveness on purchasing decisions for Supermie instant noodles in Gresik Regency. This study uses quantitative research methods. The data collection technique was carried out by distributing questionnaires which were measured using a Likert scale. The data that has been collected is then analyzed with a Structural Equation Model (SEM) based on Partial Least Square (PLS). The results showed that brand image and advertising effectiveness were able to contribute well to consumer purchasing decisions for Supermie instant noodles in Gresik Regency.

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Analisis Strategi Promosi Dari Faktor Advertising Dan Sales Promotion Terhadap Tingkat Volume Penjualan Pada Ud. Bintang Motor Lamongan

Cited by 2 publications

References 0 publications

Persepsi E-Commerce Shopee terhadap Tingkat Daya Beli pada Pelanggan yang Berprofesi sebagai Karyawan

Persepsi E-Commerce Shopee terhadap Tingkat Daya Beli pada Pelanggan yang Berprofesi sebagai Karyawan

The Influence of Brand Image and Advertising Effectiveness on Purchasing Decisions for Supermie Instant Noodles in Gresik District

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