Pengaruh Bauran Promosi Terhadap Perilaku Konsumen Pada Pembelian (Survei Pada Pengguna E-Payment OVO di Kota Malang)

Joeda, Rahayuning Rizkita (2019) Pengaruh Bauran Promosi Terhadap Perilaku Konsumen Pada Pembelian (Survei Pada Pengguna E-Payment OVO di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh dari Variabel Bauran Promosi yaitu, Advertising, Sales Promotion, dan Direct Marketing, terhadap Perilaku Konsumen pengguna E-Payment OVO di Kota Malang. Tujuannya adalah mengetahui pengaruh dari ketiga variabel bauran promosi baik secara simultan maupun secara parsial serta mengetahui variabel yang memiliki kontribusi paling dominan terhadap variabel Perilaku Konsumen. Penelitian ini merupakan penelitian deskriptif dengan menggunakan metode kuantitatif. Teknik sampling yang digunakan adalah non probability dan purposive sampling. Teknik analisis data pada penelitian ini menggunakan Uji validitas, Uji reliabilitas, Analisis deskriptif, Uji asumsi klasik (Uji normalitas, Uji heterokedastisitas, dan Uji multikolinieritas), dan Analisis regresi linier berganda di antaranya dengan menggunakan Uji t, Uji f dan R2. Penelitian yang telah dilakukan memberikan hasil bahwa ketiga variabel Bauran Promosi yaitu Advertising, Sales Promotion, dan Direct Marketing berpengaruh signifikan secara simultan terhadap Perilaku Konsumen yang dilakukan dengan menggunakan Uji F. Hasil analisis Uji t menunjukkan bahwa, seluruh variabel Bauran Promosi yang diuji dalam penelitian ini memiliki pengaruh signifikan secara parsial terhadap variabel Perilaku Konsumen. Variabel dari Bauran Promosi yang memiliki kontribusi paling dominan terhadap Perilaku Konsumen adalah Variabel Direct Marketing berdasarkan dari nilai yang diperoleh setiap variabel dalam analisis Uji t. Besarnya kontribusi secara simultan dari variabel-variabel independen terhadap variabel dependen, dapat ditunjukkan dengan nilai koefisien determinasi (R2) sebesar 51,8%.

English Abstract

This research was conducted to determine the effect of the Promotional Mix Variables namely, Advertising, Sales Promotion, and Direct Marketing, on Consumer Buying Behavior of OVO E-Payment users in Malang City. The aim is to determine the effect of the three promotion mix variables both simultaneously and partially and to know which variable has the most dominant contribution to the Consumer Behavior variable. This research is a descriptive research using quantitative methods. The sampling technique used is non probability and purposive sampling. Data analysis techniques in this study used validity test, reliability test, descriptive analysis, classic assumption test (normality test, heterokedasticity test, and multicollinearity test), and multiple linear regression analysis including using t test, f test and R2. The research that has been conducted gives the results that the three Promotion Mix variables namely Advertising, Sales Promotion, and Direct Marketing simultaneously have a significant effect on Consumer Behavior conducted using the F Test. The results of the t test analysis show that, all Promotional Mix variables tested in this study has a partially significant effect on the Consumer Behavior variable. The variable of the Promotion Mix which has the most dominant contribution to Consumer Behavior is the Direct Marketing Variable based on the value obtained for each variable in the t test analysis. The amount of the simultaneous contribution of the independent variables to the dependent variable can be shown by the coefficient of determination (R2) of 51.8%.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2019/748/051911470
Uncontrolled Keywords: Bauran Promosi, Advertising, Sales Promotion, Direct Marketing, Perilaku Konsumen-Promotion Mix, Advertising, Sales Promotion, Direct Marketing, Consumer Behavior
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 10 Aug 2020 06:32
Last Modified: 21 Oct 2021 02:42
URI: http://repository.ub.ac.id/id/eprint/177597
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