Analisis Pengaruh Promosi Penjualan dan Kelengkapan Produk Terhadap Keputusan Pembelian pada Gajah Mada Fun Shop Kota Lama Kesawan Medan
DOI:
https://doi.org/10.55606/optimal.v5i1.5672Keywords:
Gajah Mada Fun Shop, Product Completeness, Purchasing Decisions, Sales PromotionAbstract
This study aims to analyze the Influence of Sales Promotion and Product Completeness on Purchasing Decisions at Gajah Mada Fun Shop, Old City, Kesawan, Medan. Sales Promotion is a form of promotional activity that provides certain encouragement or stimulus to consumers with the aim of making consumers interested in buying products offered by producers, while Product Completeness is a strategic element in marketing that includes the provision of products comprehensively by considering variation, quality, and availability. The research method uses a quantitative approach. The population in this study were all consumers who had made purchases at Gajah Mada Funshop with a sample size of 100 respondents taken using the purposive sampling technique. The data analysis used is Multiple Linear Regression Analysis. Research data were collected using a questionnaire. With a cronbach alpha reliability of sales promotion of 0.831, product completeness of 0.929, and purchasing decisions of 0.909. The results of the study show that: (1) There is a positive and significant influence between sales promotion and purchasing decisions; (2) There is a positive and significant influence between product completeness and purchasing decisions; (3) There is a simultaneous influence of sales promotion and product completeness on purchasing decisions
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