PENGARUH PROMOSI PENJUALAN ONLINE RESTORAN FAST FOOD TERHADAP MINAT BELI KONSUMEN : Studi Kasus Pada LINE Official Account Burger King - Desti Komala Sari, - (2019)
ABSTRAK Desti Komala Sari (1506476) "Pengaruh Promosi Penjualan Online Restoran Fast Food Terhadap Minat Beli Konsumen (Studi Kasus Pada LINE Official Account Burger King)" dibawah bimbingan Dr. Vanessa Gaffar, SE. Ak. MBA dan Dr. Ayu Krishna Yuliawati, S.Sos., M.M. Banyaknya restoran fast food saat ini membuat konsumen lebih selektif dalam pemilihan restoran. Hal tersebut terjadi pada Burger King yang masih kalah saing dengan kompetitor abadinya yaitu Mc Donald's dan KFC. Rendahnya minat beli konsumen terhadap restoran fast food Burger King ini membuat perusahaan semakin aktif dalam menarik perhatian konsumen dengan memberikan promosi penjualan secara online. Burger King merupakan salah satu restoran fast food yang cukup sering memberikan promosi penjualan online melalui LINE Official Account. Penelitian ini bertujuan untuk mengetahui persepsi konsumen mengenai promosi penjualan online, mengetahui gambaran mengenai minat beli Burger King, dan mengetahui pengaruh promosi penjualan online terhadap minat beli. Metode penelitian yang digunakan adalah deskriptif dan verifikatif, dengan responden nya adalah mahasiswa aktif program studi Manajemen UPI yang merupakan pengikut LINE Official Account Burger King Indonesia sebanyak 62 responden. Teknik sampling dalam penelitian ini menggunakan metode purposive sampling, yaitu mahasiswa aktif program studi Manajemen UPI yang menjadi pengikut LINE Official Account Burger King, dan yang mendapatkan broadcast kupon dan diskon. Hasil penelitian menunjukkan bahwa promosi penjualan online yang dilaksanakan oleh Burger King dipersepsikan sudah baik oleh konsumen, kemudian gambaran minat beli pada produk Burger King ini pun termasuk dalam kategori tinggi. Hasil penelitian lainnya juga menunjukkan adanya pengaruh antara promosi penjualan online terhadap minat beli konsumen pada produk Burger King. Diharapkan Burger King dapat meningkatkan daya tarik akan diskon yang diberikan dengan meningkatan frekuensi pemberian diskon serta meningkatkan kembali pemberian promosi penjualan dengan bekerjasama melalui mitra transportasi online sehingga dapat meningkatkan minat beli konsumen. Kata kunci: Promosi Penjualan, Minat Beli Konsumen, Burger King, LINE. ABSTRACT Desti Komala Sari (1506476) "The Influence of Online Sales Promotion of Fast Food Restaurant towards Consumer Purchase Intention (Case Study on LINE Official Account of Burger King)" under the guidance of Dr. Vanessa Gaffar, SE. Ak. MBA and Dr. Ayu Krishna Yuliawati, S.Sos., M.M. The number of fast food restaurants now makes consumers more selective in restaurant choices. This happened to Burger King which was still less competitive with its eternal competitors, namely Mc Donald's and KFC. The low consumer buying interest in Burger King's fast food restaurant has made the company more active in attracting consumers' attention by providing online sales promotions. Burger King is one of fast food restaurants that often provides online sales promotions through LINE Official Account. This study aims to determine consumer perceptions on online sales promotion and buying interest. This study is also analyze the influence of online sales promotions on buying interest. The research method used was descriptive and verification, with the respondents being active students of the UPI Management study program who were followers of the LINE Official Account of Burger King Indonesia as many as 62 respondents. The sampling technique in this study used a purposive sampling method, namely the active student of the UPI Management study program who became a follower of LINE Official Account Burger King, and who received broadcast coupons and discounts. The results showed that the online sales promotion carried out by Burger King was perceived as good by consumers, then the description of buying interest in Burger King's products was included in the high category. Other research results also show the influence of online sales promotions on consumer buying interest in Burger King products. Burger King is expected to increase the attractiveness of discounts given by increasing the frequency of giving discounts and increasing the return of sales promotions by collaborating through online transportation partners so as to increase consumer buying interest. Keywords: Sales Promotion, Purchase Intention, Burger King, LINE.