Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian di Toko Dinol Ollshop Kota Banjar

Abstract

This research examines the influence of sales promotions on purchasing decisions at the Dinol Ollshop, Banjar City. The problem in this research is that there will be fluctuations in the number of buyers in 2022, with the lowest growth being 91.1%. This is thought to be caused by unattractive promotions or inappropriate product selection as well as irregular sales promotions. The purpose of this research is to determine the effect of sales promotions on purchasing decisions. The research approach used is quantitative with explanatory methods. Primary data was collected using a simple random sampling technique from 100 respondents who were consumers of the Dinol Ollshop Shop in Banjar City. The statistical method used is product moment. The results of the analysis show that the sales promotion variables (X) and purchasing decisions (Y) are in the good category. The correlation coefficient value of 0.780 indicates a strong relationship between the two variables. In addition, the coefficient of determination of 0.609 indicates that 60.9% of the variation in purchasing decisions can be explained by sales promotions, while 39.1% is influenced by other factors not included in this study. With a significance value of 0.001, the results of the hypothesis test show that there is a significant influence from sales promotions on purchasing decisions at the Dinol Ollshop Shop, Banjar City.