PENGARUH PROMOSI DAN PENGGUNAAN APLIKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK INDOMARET DI SAMARINDA

Abstract

The purpose of this study is to analyze (1) the influence of promotion, (2) the influence of application use in influencing, (3) the purchase decision of Indomaret consumers in Samarinda. The basis of the theory used is marketing management, especially about promotion, application use, and purchase decisions.

This research was conducted on Indomaret customers in Samarinda City and had used the KlikIndomaret application, where data was collected through a questionnaire from a google form using a likert scale which was distributed to 96 with the Non-Probability Sampling method with a sampling technique using purposive sampling. The collected data was analyzed using multiple linear regression using the SPSS statistical program tool version 27.

The results of the study showed (1) that The Promotion variable had a significant effect on the purchase decision of Indomaret products in Samarinda, with a significance value of 0.000 < 0.05. (2) The variable of Application Use had a significant effect on the purchase decision of Indomaret products in Samarinda, with a significance value of 0.001 < 0.05. (3) Simultaneously, Promotion and Application Use had a significant effect on Purchase Decisions with 81.8% of presentations, while the remaining 18.2% were influenced by other variables that were not studied