Pengaruh Promosi Penjualan Terhadap Proses Keputusan Pembelian Jasa Grabcar Bandung

Arief Surya Pradana, Trisha Gilang Saraswati

Abstract

Abstrak Di Indonesia ada beberapa jenis transportasi konvensional seperti bus, taksi, angkutan umum, bajaj, dan ojek. Sejauh ini transportasi konvensional di Indonesia, tidak semuanya baik dan nyaman bagi penumpang atau pengguna jasa transportasi konvensional. Keberadaan transportasi online ini sedikit menyingkirkan transportasi konvensional, karena di era teknologi yang mulai pesat, kita dapat memesan transportasi atau kendaraan yang lebih aman, nyaman dan lebih terjangkau. Transportasi online Grabcar melihat ini sebagai peluang. Penelitian ini betujuan untuk mengetahui bagaimana promosi penjualan dan proses keputusan pembelian grabcar Bandung, serta mengetahui berapa besar pengaruh promosi penjualan terhadap proses keputusan pembelian jasa grabcar Bandung baik secara parsial maupun simultan. Promosi penjualan terdiri dari lima subvariabel yaitu sampel produk, price off, paket bonus, kontes dan undian, serta prmosi melalui internet. Sedangkan proses keputusan pembelian terdiri dari lima subvariabel yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Populasi dalam penelitian ini adalah mahasiswa/i Universitas Telkom pengguna grabcar sehingga populasi tidak diketahui jumlahnya, dengan jumlah responden sebanyak 100 responden. Penelitian ini akan menggukan metode kuantitatif dengan menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian, tanggapan responden mengenai promosi penjualan Grabcar Bandung berada pada kategori setuju dengan presentasi sebesar 75,9%, sama halnya dengan tanggapan responden mengenai proses keputusan pembelian berada pada kategori setuju dengan presentasi sebesar 76,6%. Sedangkan pengaruh promosi penjualan terhadap proses keputusan pembelian secara parsial dapat diliat sampel produk (X1) terhadap proses keputusan pembelian (Y) sebesar 17,7%, pengaruh price off (X2) terhadap proses keputusan pembelian (Y) sebesar 10,8%, pengaruh paket bonus (X3) terhadap proses keputusan pembelian (Y) sebesar 25,6%, pengaruh kontes dan undian (X4) terhadap proses keputusan pembelian (Y) sebesar 16,1%, pengaruh promosi melalui internet (X5) terhadap proses keputusan pembelian (Y) pada grabcar Bandung secara parsial adalah sebesar 8,1%. Sedangkan promosi penjualan secara simultan berpengaruh signifikan terhadap proses keputusan pembelian (Y) jasa grabcar. Berdasarkan penelitian ini, Pengaruh promosi penjualan terhadap proses keputusan pembelian secara simultan sebesar 78,3%. Kata Kunci : Promosi Penjualan, Proses Keputusan Pembelian Abstract In Indonesia there are several types of conventional transportation such as buses, taxis, public transportation, bajaj, and ojek. So far, conventional transportation in Indonesia are not all good and convenient for passengers or users of conventional transportation services. The existence of online transportation slightly override conventional transportation, because in this era of rapid technology, we can order transportation or vehicles that are safer, more comfortable and more affordable. Online transportation Grabcar sees this as an opportunity. This study aims to find out how the sales promotion and buying decision process of Bandung grabcar, and find out how much the influence of sales promotion to the buying decision process of Bandung grabcar service either partially or simultaneously. Sales promotion consists of five sub-variables: product sample, price off, bonus package, contest and sweepstakes, and promotion via internet. While the buying decision process consists of five subvariables namely the introduction of needs, information search, alternative evaluation, buying decisions, and post-purchase behavior. The population in this study is the students of Telkom University grabcar users, so the total population can not be determined, with the number of 100 respondents. This research will use quantitative method by using multiple linier regression analysis. Based on the results of the study, respondents on sales promotion of Grabcar Bandung is in the category agreed with the presentation of 75.9%, as well as the response of respondents about the buying decision process in the category agreed with the presentation of 76.6%. While the influence of sales promotion to the buying decision process partially can be seen on product samples (X1) to the buying decision process (Y) is 17.7%, the influence of price off (X2) on the buying decision process (Y) is 10.8% the influence of bonus package (X3) on the buying decision process (Y) is 25.6%, the influence of contest and sweepstakes (X4) to the buying decision process (Y) is 16.1%, the influence of promotion via internet (X5) on the buying decision process (Y) of Bandung grabcar partially is 8.1%. While sales promotion simultaneously have a significant effect on buying decision process (Y) of grabcar service. Based on this research, the influence of sales promotion to the buying decision process simultaneously is 78.3%. Keywords: Sales Promotion, Buying Decision Process

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