Analisis Pengaruh Promosi Terhadap Keputusan Pembelian Pada Usaha Kecil dan Menengah (UKM) Di Rattan Handmade Pekanbaru

Agustin, Kharisma (2020) Analisis Pengaruh Promosi Terhadap Keputusan Pembelian Pada Usaha Kecil dan Menengah (UKM) Di Rattan Handmade Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of promotion on purchasing decisions at Small and Medium Enterprises (SME) in Rattam Handmade Pekanbaru, which is one of the leading rattan shops in Pekanbaru. The type of research used is descriptive quantitative, namely describing the actual situation about what is contained at the time of the research by collecting data and clarifying it so that an analysis of the problems at hand can be obtained. The sampling technique used in this study was incidental sampling with 30 consumers. Data collection methods used were interviews, questionnaires, observation and documentation. The data analysis technique used is simple linear regression analysis. Based on the results of t test analysis, it can be explained that partially it has a positive effect on purchasing decisions, where the independent variable, namely promotion, has a sig value of 0.000 <0.05 or tcount = 11.656> 2.048. The R2 test of 0.829 (82.9%) explains that promotion has an effect on consumer purchasing decisions by 82.9% while the remaining 17.1% (100% - 82.9%) describes other independent variables that are not observed in this study. From the conclusions obtained in this study, it shows that increased promotion has an effect on increasing purchasing decisions, so the authors provide suggestions to Rattan Handmade Pekanbaru which is expected to increase product promotion so that purchasing decisions always increase so that company goals are achieved.

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