Pengaruh Promosi Penjualan terhadap Keputusan Pembelian Toyota Avanza (Studi pada Auto 2000 Gatot Subroto Medan)

Abstract

Growing interest in public purchasing of car affect competition between companies selling their cars in attracting buyers. One of the efforts the company do to face the competition is doing a sales promotion. Sales promotion activities by the company may seek an increase in sales by influencing purchase decisions of potential customers .. Sales promotion is any deals or short-term incentives that directed to the buyer , retailer or wholesaler and designed to gather a specific response and immediately . This research aims to determine the effect of sales promotions on purchasing Toyota Avanza at Auto 2000 Gatot Subroto, Medan . Forms of sales promotion such as cashback and free accessories are usually taken into consideration in the decision to purchase a car . Purchasing decisions is the process of decisions and actions of people that involved in the purchase and use of the product The population of this research is the buyer of Toyota Avanza . Samples take as much as 75 respondents using sampling technique. Sampling technique that has been used is purposive sampling. The data collection is done by distributing questionnaires to respondents who are buyers of Toyota Avanza . The result of research used partial significant test (t test) showed that the sales promotion of positive and significant effect on purchasing decisions Toyota Avanza with the value of "t" count > “t” table is 4,041> 1,992 and significance 0,000> 0,05. Based on calculations obtained determinant coefficient R value of 0,428 (42,8%), which indicates that the relationship between sales promotions and purchasing decisions were fairly closely. Rated R Square of 0,183 shows that 18,3% variable purchase decision can be explained by the variable sales promotion.