PENGARUH DISCOUNT DAN BONUS PACK TERHADAP KEPUTUSAN PEMBELIAN DI INDOGROSIR BANDUNG : survei kepada member indogrosir bandung - Haiqal, Radi Mochammad (2017)
Permasalahan yang terjadi dalam penelitian ini adalah kurangnya keputusan belanja dari pedagang ritel kecil di Indogrosir Bandung. Untuk mengatasi masalah tersebut, promosi penjualan di Indogrosir Bandung diharapkan dapat meningkatkan keputusan pembelian dari calon konsumen baru. Penelitian ini bertujuan untuk mengetahui gambaran discount, bonus pack, dan keputusan pembelian menurut member Indogrosir Bandung, serta pengaruh discount dan bonus pack terhadap keputusan pembelian menurut member Indogrosir Bandung. Metode penelitian yang digunakan adalah deskriptif dan verifikatif. Pengambilan data menggunakan probability sampling dengan teknik penarikan proportionate stratified random sampling, dan jumlah sampel dalam penelitian ini sebanyak 100 responden dari 7000 populasi member Indogrosir Bandung yang terdiri dari member biru, member merah, dan member hitam. Teknik analisis menggunakan analisis regresi berganda. Hasil penelitian ini menenujukan bahwa discount di Indogrosir Bandung termasuk dalam kategori interval sangat tinggi, bonus pack di Indogrosir Bandung termasuk kategori interval sangat tinggi, dan keputusan pembelian di Indogrosir Bandung termasuk dalam kategori sangat tinggi, dan berdasarkan pengujian hipotesis dengan menggunakan software SPSS 24.0 menunjukan dari hasil uji t bahwa discount tidak berpengaruh penting pada keputusan pembelian di Indogrosir Bandung, sedangkan bonus pack berpengaruh positif terhadap keputusan pembelian di Indogrosir Bandung. Hasil uji f menunjukan adanya pengaruh pada discount dan bonus pack terhadap keputusan pembelian di Indogrosir Bandung.;---The problem that happened in this research is lack of spending decision from small retailer in Indogrosir Bandung. To overcome these problems, sales promotion in Indogrosir Bandung is expected to improve purchasing decisions from prospective new customers. This study aims to determine the description of discount, bonus pack, and purchasing decisions by member Indogrosir Bandung, as well as the influence of discount and bonus pack on purchasing decisions by member Indogrosir Bandung. The research method used is descriptive and verifikatif. Data collection using probability sampling with disproportionate stratified random sampling withdrawal technique, and the number of samples in this study were 100 respondents from 7000 Indogrosir Bandung member population consisting of blue member, red member, and black member. The analysis technique used multiple regression analysis. The results of this study indicate that the discount in Indogrosir Bandung included in the category of very high intervals, bonus packs in Indogrosir Bandung including the category of very high intervals, and purchasing decisions in Indogrosir Bandung included in the category very high, and based on hypothesis testing using SPSS 24.0 software shows from t test results that discount does not have an important effect on purchasing decisions in Indogrosir Bandung, while bonus pack positively affect the purchase decision in Indogrosir Bandung. The result of f test shows the influence on discount and bonus pack on buying decision in Indogrosir Bandung.