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THE INFLUENCE OF PROMOTION ACTIVITIY TOWARD BUYING INTENTION (CASE STUDY: IN GRHA CIUMBULEUIT GUEST HOUSE)

Tugas Akhir, 028 / 2013 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2014-05-21 13:26:45
Oleh : Mutiana Zulhanifah Sugandhi - 105231023 (Zulhanifahs@gmail.com)
Dibuat : 2014-05-21, dengan 4 file

Keyword : Personal Selling, Sales Promotion, Advertising, Direct Marketing dan minat beli
Subjek : Personal Selling, Sales Promotion, Advertising, Direct Marketing and buying intention

Penelitian ini dilakukan berdasarkan permasalahan yang ada di Grha Ciumbuleuit Guest House yaitu terjadinya penurunan volume penjualan. Untuk mengatasi hal tersebut pihak Grha Ciumbuleuit Guest House melakukan promosi. Akan tetapi melalui promosi (Personal Selling, Sales Promotion, Advertising dan Direct Marketing) ini volume penjualan hanya meningkat sebesar 1% padahal volume penjualan menurun hingga 12%. Dari permasalahan yang ada penelitian ini bertujuan untuk mengetahui pengaruh antara promosi (Personal Selling, Sales Promotion, Advertising dan Direct Marketing) yang dilakukan Grha Ciumbuleuit Guest House terhadap minat beli konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah survey. Pengumpulan data melalui metode survey ini dilakukan dengan cara menyebar kuesioner. Kuesioner disebar sebanyak 202 kepada tamu Grha Ciumbuleuit Guest House sebagai responden. Data diolah menggunakan analisis deskriptif frekuensi untuk mengolah profil responden, analisis validitas untuk menguji validitas, analisis distribusi normal untuk menguji normalitas suatu data dan analisis regresi logistik untuk menguji pengaruh variabel independen terhadap variabel dependen. Hasil penelitian ini menunjukan bahwa terdapat pengaruh antara promosi (Personal Selling, Sales Promotion, Advertising dan Direct Marketing) yang dilakukan Grha Ciumbuleuit Guest House terhadap minat beli. Terdapat satu variabel independen saja yang berpengaruh terhadap minat beli yaitu Personal Selling. Personal Selling merupakan variabel independen yang paling dominan dan efektif berpengaruh terhadap minat beli. Kata Kunci: Personal Selling, Sales Promotion, Advertising, Direct Marketing dan minat beli.

Deskripsi Alternatif :

This research was conducted based on the problem at Grha Ciumbuleuit Guest House, which was the decreasing sales volume. To handle this problem promotion was made by Grha Ciumbuleuit Guest House. But in the fact with promotion sales volume, it just increased 1% whereas sales volume decreased until 12%. Based on the problem, the research objective is to discover the effect of promotion (Personal Selling, Sales Promotion, Advertising and Direct Marketing) toward buying intention done by Grha Ciumbuleuit Guest House. The research method applied in this research is survey. Survey method applied in this research is questionnaire for collecting data. These questionnaires were spread to 202 Grha Ciumbuleuit Guest House visitors as respondent. Data processing method applied in this research are descriptive frequency analysis to process respondent’s profile, validities analysis for validity test, distribution normality analysis for normality test and regression logistic analysis for testing the effect of independent variable toward dependent variable. The result of this research indicates that the promotion of Grha Ciumbuleuit Guest House effects the buying intention. There is one variable that effects the buying intention that is Personal Selling. Personal Selling is the most dominant and effective variable independent that effect the buying intention. Keywords: Personal Selling, Sales Promotion, Advertising, Direct Marketing and buying intention.

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