Sri Rezeki, Agus Rahmadsyah

The Influence of Promotions and Consumer Satisfaction on Purchasing Decisions at PT Papparich Sun Plaza Medan

Introduction

The influence of promotions and consumer satisfaction on purchasing decisions at pt papparich sun plaza medan. Discover how promotions and consumer satisfaction positively influence purchasing decisions at PT Papparich Sun Plaza Medan. A quantitative study reveals their significant impact.

Abstract

This study discusses the promotion and customer satisfaction of purchasing decisions at PT Papparich Sun Plaza Medan. The research methodology used is quantitative descriptive method. The type of data used in this study is quantitative data, which is obtained in the form of numbers and numbers. The population in this study supports 51,016 consumers and the sample in this study supports 100 consumers. Data analysis using multiple linear regression analysis methods. The analysis results provide an equation. Research Results Promotional Research and Customer Satisfaction of Purchasing Decisions at PT. Papparich Sun Plaza Medan. Rating with multiple regression analysis namely Purchasing Decision = 18,480 + 0,228 Promotion + 0,279 Consumer Satisfaction + e. The results of testing the Promotion and Customer Satisfaction hypothesis regarding the positive and significant of the Purchasing Decision at PT Papparich Sun Plaza Medan. The magnitude of the coefficient of determination is 0.414 means that the Promotion Strategy and Consumer Satisfaction can explain the Purchasing Decision at PT Papparich Sun Plaza Medan by 41.4% and the remaining 58.6% is supported by other variables outside of this study such as service quality, price, and product .

Review

This study, "The Influence of Promotions and Consumer Satisfaction on Purchasing Decisions at PT Papparich Sun Plaza Medan," addresses a highly relevant topic in marketing and consumer behavior. The authors aim to quantitatively assess how promotional strategies and consumer satisfaction impact purchasing decisions, specifically within the context of a food and beverage establishment. The use of a quantitative descriptive methodology and multiple linear regression analysis is appropriate for establishing relationships between these variables. The clear objective of the research makes it accessible and provides valuable insights for practitioners looking to enhance customer engagement and sales, particularly in the competitive F&B sector. The research effectively demonstrates a positive and significant influence of both promotion and consumer satisfaction on purchasing decisions. The derived regression equation, Purchasing Decision = 18,480 + 0,228 Promotion + 0,279 Consumer Satisfaction + e, clearly illustrates the relative weight of each factor, with consumer satisfaction showing a slightly stronger coefficient in this model. The coefficient of determination (R-squared) of 0.414 indicates that these two variables collectively explain 41.4% of the variance in purchasing decisions at PT Papparich Sun Plaza Medan. While this represents a notable portion, it also highlights that a substantial 58.6% of the variation remains unexplained, suggesting the presence of other influential factors. The study's clear presentation of these statistical findings is a strength. While the study provides a solid foundation for understanding these relationships, there are areas for further development. The reliance solely on a quantitative descriptive method, while providing statistical associations, may limit the depth of understanding regarding the underlying psychological and behavioral mechanisms driving these decisions. The relatively large unexplained variance (58.6%) explicitly acknowledged by the authors as potentially due to "service quality, price, and product" presents a significant avenue for future research. It would be highly beneficial to incorporate these variables into an expanded model or to employ a mixed-methods approach to gain a more holistic view. Future studies could also explore potential mediating or moderating effects between these variables or expand the geographical scope to enhance generalizability across other similar businesses. Despite these considerations, the study offers a valuable initial contribution to understanding consumer purchasing dynamics in the food and beverage industry.

Full Text

Comments

You need to be logged in to post a comment.