Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Pada CV. Pelangi Media Pustaka

Abstract

This study aims to determine the effect of sales promotion on purchasing decisions at CV. Pelangi Media Pustaka Pekanbaru. Using a total sample of 100 people. In this study, the author uses a quantitative descriptive research method using the SPSS method. From the results obtained t count of the sales promotion variable is 7.261 and the t table value is 1.66055. So t count > t table (7.261 > 1.66055) and a significant value of 0.00 < 0.05, so it can be concluded that the sales promotion variable can influence consumer purchasing decisions. In testing the coefficient of determination (R) obtained a value of R = 0.591 means the relationship between the independent variable (sales promotion) to the dependent variable (consumer purchasing decisions) is 35% and while the remaining 65% is influenced by other variables that are not careful. Finally, from this study it can be concluded that sales promotion has a significant influence on purchasing decisions in consumers, so it is recommended to CV. Pelangi Media Pustaka Pekanbaru can improve sales promotions to improve consumer purchasing decisions and achieve company goals.