The Influence of Promotion and Distribution Accuracy on Consumer Purchase Interest in PT. Enzym Bioteknologi Internusa

Achmad Rozi(1*),

(1) Sekolah Tinggi Ilmu Ekonomi Prima Graha Serang-Banten
(*) Corresponding Author




DOI: https://doi.org/10.26858/pdr.v1i1.13384

Abstract


The implementation of promotional activities carried out by the company includes advertising, sales promotion, personal sales, and publicity. This study aims to determine the effect of promotion and accuracy of distribution of consumer buying interest at PT. Enzym Biotechnology Internusa. The method used was explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this study have a significant influence on consumer buying interest of 41.1%, hypothesis testing obtained significance 0,000 <0.05. The accuracy of the distribution has a significant effect on consumer buying interest by 39.1%, the hypothesis test obtained a significance of 0,000 <0.05. Promotion and accuracy of distribution simultaneously have a significant effect on consumer buying interest of 50.2%, the hypothesis test obtained significance of 0,000 <0.05.


Keywords


Promotion; distribution accuracy; consumer buying interest.

Full Text:

PDF

References


Alma, B. (2011). Pemasaran dan Pemasaran Jasa. In Pemasaran dan Pemasaran Jasa.

Angipora, M. P. (2002). Dasar-Dasar Pemasaran. Manajemen Pemasaran,Dasar-dasar pemasaran / Marius P. Angipora. https://doi.org/2002

Assauri, S. (2011). Manajemen Pemasaran Dasar Konsep dan Strategi. In PT RajaGrafindo Persada, Jakarta. https://doi.org/10.1109/ACC.2007.4282338

Fandy Tjiptono dan Gregorius Chandra. (2008). Pemasaran Strategi. Andi Office.

Kotler dan Amstrong. (2008). Prinsip-Prinsip Pemasaran Jilid I. In Erlangga.

Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran Jilid 1. In Jakarta.

Lovelock, Wirtz, M. (2013). Pemasaran jasa. Journal of Chemical Information and Modeling. https://doi.org/10.1017/CBO9781107415324.004

Lupiyoadi. (2011). Manajemen Pemasaran Jasa Teori dan Praktik. In Salemba Empat. https://doi.org/10.1002/cb.84

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa: Berbasis Kompetensi Edisi 3. Penerbit Salemba.

Maruf, H. (2006). Pemasaran Ritel. In Jakarta: Gramedia Pustaka Utama. https://doi.org/10.1007/s10872-006-0051-9

Morissan. (2015). Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Prenada Media Group.

Peter, J. P., & Olson, J. C. (2014). Perilaku Konsumen dan Strategi Pemasaran. In salemba empat.

Schiffman, L., & Kanuk, L. L. (2008). Perilaku konsumen. Jakarta: Indeks.

Shinta, A. (2011). Manajemen Pemasaran (terjemahan). In Edisi Millenium, Jilid 1.

Sumarwan, U. (2014). Model Keputusan Konsumen. Perilaku konsumen.

Sutisna. (2003). Perilaku Konsumen: Teori dan penerapannya dalam Pemasaran. Ghalia Indonesia, Jakarta. https://doi.org/10.1007/BF01013984

Swastha, Basu, I. (2014). Manajemen Pemasaran Modern. In Liberty, Yogyakarta. https://doi.org/10.1017/CBO9781107415324.004

Tulasi, D. (2012). Komunikasi Pemasaran. Humaniora.


Article Metrics

Abstract view : 370 times | PDF view : 55 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Achmad Rozi

Article copyright © to the Authors

PINISI Discretion Review has been Indexed and Abstracted by:

PINISI Discretion Review articles published by the Prodi Ilmu Administrasi Publik PPs Universitas Negeri Makassar, and have been peer-reviewed before publication. Read our Plagiarism Policy and the use of this site signifies your agreement to the Terms of Use.

This is a website that publishes an open-access article distributed under Licensed Creative Commons License  the terms of the  Creative Commons Attribution-NonCommercial 4.0 International License.
 

Website layout and design copyright © by Prodi Ilmu Administrasi Publik PPs Universitas Negeri Makassar