Open AccessHOW SALES PROMOTION CAN EFFECT ON CONSUMER’S PURCHASE DECISIONS
Author(s) -
Gugum Gumilang Wirakanda,
Dematria Pringgabayu,
Suci Fika Widyana
Publication year - 2021
Publication title -
advanced international journal of banking, accounting and finance
Language(s) - English
Resource type - Journals
ISSN - 2682-8537
DOI - 10.35631/aijbaf.37005
Subject(s) - accidental sampling , sales promotion , purchasing , promotion (chess) , marketing , regression analysis , sample (material) , population , business , variables , simple random sample , descriptive statistics , sales management , advertising , statistics , mathematics , chemistry , demography , chromatography , sociology , politics , political science , law
The research aims are to determine customer ratings of Sales Promotion conducted by Blibli.com, determine purchasing decisions made by Blibli.com customers, and determine the effect of Sales Promotion variables on Purchasing Decisions. The population in this research is Blibli.com customers with a total sample of 100 respondents using non-probability sampling methods, namely the accidental sampling technique. This research uses descriptive analysis techniques and simple regression. The results of this study indicate that customer ratings of sales promotion conducted by Blibli.com are "good". Based on the results of simple regression analysis and hypothesis testing shows that the sales promotion variable has a positive and significant effect of 71.1% on the purchase decision variable.