PROMOSI DAN MINAT BELI PRODUK JAHE MERAH (Studi pada PT Distribusindo Sentosa Cirebon)

Ade Anisa; Agus; Yanah

Abstract

In making a choice when purchasing a product or service, consumers are not only influenced by the product itself but also by several other factors. As a result, purchasing interest in a product or service also varies. Meanwhile, business development in the future will be faced with increasingly fierce competition, as a result, whatever type of business, they will increasingly be asked to be able to explain their respective advantages in competing, both in terms of marketing and product quality. This research aims to analyze promotions, consumer buying interest, and the influence of promotions on consumer buying interest. The research was carried out using a survey method with a sample of 50 people. Data analysis was carried out using descriptive and inferential statistics. Hypothesis testing uses a simple linear regression model with promotion as the independent variable (X) and consumer purchase interest as the dependent variable (Y). The research concluded that the promotion of AMH red ginger products at PT Distributionndo Sentosa Cirebon was relatively good. Consumer buying interest in red ginger products is relatively high. Promotions have been proven to have a positive and significant effect on consumer buying interest. This research has limitations in that the scope of the research object is limited to only one company and the regression model formulated only consists of one independent variable. It is recommended that future research expand the scope of research objects and add independent variables to the model formulated, for example service quality and customer satisfaction.