PENGARUH STRATEGI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM GALLERY BY CHEZZE - Yosafat Aries Waltum Silitonga, - (2023)
Penelitian ini berfokus pada strategi promosi dan keputusan pembelian UMKM Gallery By Chezze. Kurangnya keputusan pembelian UMKM Gallery By Chezze didominasi oleh kurangnya strategi promosi UMKM Gallery By Chezze. Tujuan dari penelitian ini adalah untuk mendapatkan gambaran tentang strategi promosi dan keputusan pembelian UMKM Gallery By Chezze serta mengetahui sejauh mana strategi promosi mempengaruhi keputusan pembelian UMKM Gallery By Chezze. Metode penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan verifikatif. Penelitian ini menggunakan data primer berupa penyebaran kuesioner kepada responden melalui Google form, dan peneliti juga melakukan wawancara, dokumentasi, dan observasi untuk mengumpulkan data. Hasil dari penelitian ini adalah strategi promosi berpengaruh positif sebesar 83,3% terhadap keputusan pembelian UMKM Gallery, selebihnya dipengaruhi oleh variabel lain seperti kualitas produk, brand image, dan kualitas pelayanan. This research focuses on promotional strategies and purchasing decisions for UMKM Gallery By Chezze. The lack of purchasing decisions for UMKM Gallery By Chezze is dominated by the lack of promotional strategies for UMKM Gallery By Chezze. The purpose of this study was to obtain an overview of the promotional strategies and purchasing decisions of MSMEs Gallery By Chezze and to determine the extent to which promotional strategies influence the purchasing decisions of MSMEs Gallery By Chezze. This research method used was descriptive quantitative method with a verification approach. This study uses primary data in the form of distributing questionnaires to respondents via Google form, and researchers also conduct interviews, documentation, and observation to collect data. The result of this study was that the promotion strategy has a positive effect of 83.3% on the purchasing decisions of UMKM Gallery, the rest is influenced by other variables such as product quality, brand image, and service quality.