Pengaruh Penerapan Strategi Promosi Above The Line dan Below The Line terhadap Keputusan Penggunaan Jasa Pengiriman pada Perusahaan Logistik Tagu Express di Medan

Abstract

The purpose of this study was to determine and analyze the influence of the Promotion Strategy Above The Line and Below The Line on the Decision to Use Medan Tagu Express Delivery Services. The population in this study are customers who use the shipping service company Tagu Express in Medan City. The sample used in this study were 96 Tagu Express customers. Data collection techniques in this study using a question or questionnaire technique. Data analysis techniques using descriptive analysis and multiple linear regression analysis. Data processing in this study used SPSS 26. Based on the partial results of the study it showed that the Above The Line Promotion Strategy had a positive and significant effect on the Decision to Use shipping services at the Tagu Express logistics company in Medan, and the Below The Line Promotion Strategy had a positive and significant effect on the Decision to Use delivery services at the Tagu Express logistics company in Medan, and simultaneously the Above The Line Promotion Strategy variables, and Below The Line promotion strategies have a significant effect on the decision to use shipping services at the Tagu Express logistics company in Medan. And based on the coefficient of determination the dependent variable is able to influence the dependent variable by 71.2%.