HUBUNGAN ANTARA PROMOSI PENJUALAN DAN INOVASI PRODUK DENGAN KEPUTUSAN PEMBELIAN BURGER KING GREEN PRAMUKA SQUARE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

FITRIYANI, RIZKY (2019) HUBUNGAN ANTARA PROMOSI PENJUALAN DAN INOVASI PRODUK DENGAN KEPUTUSAN PEMBELIAN BURGER KING GREEN PRAMUKA SQUARE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Rizky Fitriyani, The Correlation between Sales Promotion and Product Innovation with the Decision to Purchase Burger King Green Scouting Square at the Faculty of Economics, Jakarta State University in Jakarta. This research was conducted at the Faculty of Economics, Jakarta State University, for 5 months from February to July 2019. The purpose of this study was to determine the relationship between sales promotion and product innovation with the purchase decision of Burger King Green Scouting Square at the Faculty of Economics, Jakarta State University in Jakarta. The research method used was a survey method with a correlational approach, the population used was all students of the Faculty of Economics, Jakarta State University. The sampling technique used was purposive sampling technique of 117 people. The resulting regression equation is Ŷ = 38.472 + 0.341 X1 + 0.469 X2. Test requirements analysis is the normality test with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 of value of 0.200, X2 of value of 0.200. Because the significance level of the three variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1 and Y for X2 produces a significance value in Linearity, which is 0,000 <0.05, so it can be concluded that it has a linear relationship. From the test of the significance of the Y regression of X1 and X2 it produces Fcount> Ftable, which is 29.887> 3.08, so it can be concluded that the regression equation is significant. Next, a t test was carried out and Y was produced over X1 tcount = 4.079 and ttable = 1.65833, Y over X2 tcount = 5.117 and ttable = 1.65833. The correlation coefficient between the sales promotion variable (X1) to the purchase decision (Y) was 0.521 and the correlation coefficient between the product quality variable (X2) and the purchase decision (Y) was 0.575. So, there is a positive and significant relationship between sales promotions with purchasing decisions, as well as a positive and significant relationship between product innovation and purchasing decisions. Thus, it can be concluded that there is a positive and significant relationship between sales promotion and product innovation with purchasing decisions. The coefficient of determination of Y for X1 and X2 obtained by 0.312 which shows that 31.2% of the Purchase Decision variable is determined by sales promotion and product innovation. Meanwhile, the remaining 68.8% is influenced by other factors. Keywords: Sales Promotion, Product Innovation, Purchasing Decisions

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