PENGARUH PROMOSI ATMOSFER TOKO DAN MEMBER CARD TERHADAP KEPUTUSAN PEMBELIAN PADA INDOGROSIR DI KOTA SAMARINDA

Abstract

The purpose of this study was to determine and analyze the influence of promotions, store atmosphere, and member cards on purchasing decisions at Indogrosir Samarinda and to determine and analyze the effects of promotions, atmosphere and member cards together on purchasing decisions at Indogrosir Samarinda.

The theoretical basis of this research consists of marketing management, promotion, store atmosphere, member card and purchasing decisions. Primary data collection techniques. Primary data in this study were obtained from questionnaires filled out by respondents directly and observations made by researchers.

The results of the study show that the promotions carried out by Indogrosir Samarinda play an important role in increasing the number of sales because, on the contrary, the quality of a product will not be able to find its own market without being promoted to the buyer first. Store atmosphere has a significant value on purchasing decisions at Indogrosir samarinda. Customers who hold Indogrosir Samarinda member cards have a negative and not significant effect on member card holders and intention to buy again, this indicates that consumers feel the member card plays a less important role in purchasing decisions. Promotion, store atmosphere and member card do not influence purchasing decisions together. This is because customers consider promotions and store atmosphere when deciding to buy products at Indogrosir Samarinda