THE INFLUENCE OF PROMOTIONAL MIX TOWARD CUSTOMER BUYING DECISION AT RIN MART

• Main Author: Sabila Rahma, Arina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57786
• Institution: Institut Teknologi Bandung

In Puri Indah Sidoarjo, there is a local minimarket, named Rin Mart. In running the business, Rin Mart experienced a lack of promoting its product or service to all of the target market. The team also cannot ensure whether the promotion that is done is effective enough or not, while actually effective promotion is very needed by a company to ensure the information that wants to be delivered to customers is well conveyed and accepted. Therefore, the assessment of Rin Mart’s promotional mix that has a significant influence on the customer buying decision is needed as an initial stage before improving current promotion strategy. In this research, the influence of Rin Mart’s promotional mix on the customer perception; of customer perception toward customer attitude; of customer attitude toward purchase intention; and of purchase intention to the customer buying decision is identified. This study used a quantitative approach. All respondents are obtained through offline and online questionnaires with judgemental sampling. The population is represented by 235 Rin Mart’s customers who live or work in Puri Indah Sidoarjo. The data is analyzed using the descriptive analysis, PLS-SEM, and Kruskal-Wallis Test. The results of the study show that there is significant positive influence of the advertising (A) to customer perception (CP); of sales promotion (SP) to customer perception (CP); of customer perception (CP) to customer attitude (CA); of customer attitude (CA) to purchase intention (PUI); and of purchase intention (PUI) to customer buying decision (CBD). With the results obtained, this study could help Rin Mart to select the effective promotion strategy that should be continued and developed by Rin Mart.