Pengaruh Efektivitas Promosi Penjualan Festival Belanja pada E-Commerce Shopee Terhadap Keputusan Pembelian pada Brand Erigo

Abstract

This study aims to determine the effect of sales promotion on purchasing decisions of Erigo brand in Medan City. Sales promotion is short term incentives that is designed to stimulate quicker and/or greater purchase of particular product/services. The research method used in this study is a quantitative method. The sample in this study found 387 people. Data was collected using a Likert scale consisting of a sales promotion scale and purchasing decision scale. The data analysis method used is single linear regression. The results of this study show that there is an influence of sales promotion on the purchasing decision of Erigo brand in Kota Medan by 82.4%. This means the more effective the sales promotion that Shopee held, the stronger the desire of the purchase decision.