PENGARUH PROMOSI PENJUALAN BUY ONE GET ONE FREE TERHADAP KEPUTUSAN PEMBELIAN TEH MANIS DINGIN (STUDI KASUS MAHASISWA PENDIDIKAN EKONOMI UNIMED STAMBUK 2023

Authors

  • Mica Siar Meiriza Universitas Negeri Medan
  • Epelima Sinaga Universitas Negeri Medan
  • Mizael Demak Sitohang Universitas Negeri Medan
  • Cheresentia Situmorang Universitas Negeri Medan
  • Era Sulastri Hutasoit Universitas Negeri Medan
  • Agnes Dea Lita Br Sitepu Universitas Negeri Medan
  • Ivan Rafael Ventris Siahaan Universitas Negeri Medan

DOI:

https://doi.org/10.24114/niaga.v13i3.64973

Abstract

Promosi penjualan buy one get one adalah strategi pemasaran yang sering digunakan oleh penjual untuk meningkatkan penjualan serta menarik minat pembeli. Tujuan penelitian ini adalah untuk mengkaji bagaimana promosi penjualan memengaruhi keputusan pembelian di kalangan mahasiswa yang mengambil program studi pendidikan ekonomi di Universitas Negeri Medan. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengumpulan data melalui survei kepada mahasiswa pendidikan ekonomi Universitas Negeri Medan. Data dianalisis menggunakan metode regresi linier sederhana. Temuan dari penelitian ini menunjukkan bahwa promosi penjualan memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian konsumen. Hasil tersebut didukung oleh nilai thitung yang lebih besar dari nilai ttabel, serta nilai signifikansi yang rendah. Ini menunjukkan bahwa konsumen lebih condong untuk membeli produk ketika ada promosi yang ditawarkan.

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Published

2025-04-25

Issue

Vol. 13 No. 3 (2024): NIAGAWAN VOL 13 NO 3 NOVEMBER 2024

Section

Articles

License

Copyright (c) 2025 Mica Siar Meiriza, Epelima Sinaga, Mizael Demak Sitohang, Cheresentia Situmorang, Era Sulastri Hutasoit, Agnes Dea Lita Br Sitepu, Ivan Rafael Ventris Siahaan

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