DETAIL KOLEKSI

Pengaruh personal factors dan sales promotion terhadap buying behavior of consumers


Oleh : Rizka Mardinawati

Info Katalog

Nomor Panggil : 022131095

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2020

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing - Management;Market surveys;Consumer - Customer relations

Kata Kunci : personal factors, sales promotion, buying behavior of consumers


File Repositori
No. Nama File Ukuran (KB) Status
1. 2020_TA_MJ_022131095_Halaman-Judul.pdf 955.14
2. 2020_TA_MJ_022131095_Bab-1.pdf 523.62
3. 2020_TA_MJ_022131095_Bab-2.pdf 621.66
4. 2020_TA_MJ_022131095_Bab-3.pdf 890.99
5. 2020_TA_MJ_022131095_Bab-4.pdf 623
6. 2020_TA_MJ_022131095_Bab-5.pdf 419.29
7. 2020_TA_MJ_022131095_Daftar-Pustaka.pdf 506.55
8. 2020_TA_MJ_022131095_Lampiran.pdf 1434.71

P Penelitian ini bertujuan untuk menguji pengaruh personal factors dan sales promotion terhadap buying behaviour. Variabel independen dalam penelitian ini adalah personal factors dan sales promotion. Variabel dependen dalam penelitian ini adalah buying behaviour of consumer. Jumlah observasi dalam penelitian ini adalah 120 responden. Penelitian ini menggunakan metode analisis Structural Equation Model (SEM ). Hasil empiris dalam penelitian ini menggunakan program AMOS. Hasil penelitian ini menunjukkan bahwa sales promotion dan personal factors berpengaruh positif dan signifikan terhadap buying behaviour of consumer. Hasil ini mengindikasikan bahwa program sales promotion seperti social factors , physical factors dan personal factors seperti market maven, stability, open minded, serta agreeable dari para konsumen yang mempengaruhi konsumen dalam menentukan keputusan pembelian. Dengan berkembangnya teknologi saat ini maka disarankan menambah variabel digital marketing agar pemasaran produk dan jasa semakin berkembang.

T This study aims to examine the influence of personal factors and sales promotion on buying behavior of consumers . The independent variables in this study are personal factors and sales promotion. The dependent variable in this study is buying behavior of consumer. The number of observations in this study was 120 respondents. This research uses the Structural Equation Model (SEM) analysis method. Empirical results in this study using the AMOS program. The results of this study indicate that sales promotion and personal factors have a positive and significant effect on buying behavior of consumers. These results indicate that sales promotion programs such as social factors, physical factors and personal factors such as market maven, stability, open minded, and agreeable from consumers that influence consumers in determining purchasing decisions. With the development of current technology it is advisable to add digital marketing variables so that marketing of products and services is growing.

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