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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Romulus Situmorang
Universitas Negeri Medan

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Analisis Pengaruh Promosi Penjualan dan Kelengkapan Produk Terhadap Keputusan Pembelian pada Gajah Mada Fun Shop Kota Lama Kesawan Medan Romulus Situmorang; Nurul Wardani
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.5672

Abstract

This study aims to analyze the Influence of Sales Promotion and Product Completeness on Purchasing Decisions at Gajah Mada Fun Shop, Old City, Kesawan, Medan. Sales Promotion is a form of promotional activity that provides certain encouragement or stimulus to consumers with the aim of making consumers interested in buying products offered by producers, while Product Completeness is a strategic element in marketing that includes the provision of products comprehensively by considering variation, quality, and availability. The research method uses a quantitative approach. The population in this study were all consumers who had made purchases at Gajah Mada Funshop with a sample size of 100 respondents taken using the purposive sampling technique. The data analysis used is Multiple Linear Regression Analysis. Research data were collected using a questionnaire. With a cronbach alpha reliability of sales promotion of 0.831, product completeness of 0.929, and purchasing decisions of 0.909. The results of the study show that: (1) There is a positive and significant influence between sales promotion and purchasing decisions; (2) There is a positive and significant influence between product completeness and purchasing decisions; (3) There is a simultaneous influence of sales promotion and product completeness on purchasing decisions
Co-Authors Nurul Wardani Lubis