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Danny S. Mukuan
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

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Pengaruh Segmentasi Pasar Terhadap Peningkatan Nasabah PT. Bank SulutGo Cabang Utama Manado Sofie C. Takaliuang; Tinneke M. Tumbel; Danny S. Mukuan
Productivity Vol 1 No 1 (2020)
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v1i1.28898

Abstract

The purpose of this study was conducted to determine the Effect of Market Segmentation on Increasing Customers of PT. Bank SulutGo Main Branch - Manado. This research is associative quantitative research using questionnaires, interviews, and library research techniques. The population in this study are the customers of PT. Bank SulutGo, and a sample of 100 customers using accidental sampling techniques. Data analysis techniques used were validity, reliability, t-test hypotheses, simple linear regression analysis, and coefficient of determination analysis. The results of the t-test study showed that there was a partially significant effect between Market Segmentation to Customer Improvement. Furthermore, the results of simple regression analysis revealed that the coefficient value had a high value and Market Segmentation had a positive effect on Customer Improvement. And the last result of the analysis of the coefficient of determination ()  shows the Adjusted R Square value of 0.524 which means that 52.4% of the Customer Increase is influenced by Market Segmentation.
Pengaruh Harga, Promosi dan Tempat Terhadap Keputusan Pembelian pada KFC Mega Vebi S. Tahrin; Johny A. F. Kalangi; Danny S. Mukuan
Productivity Vol 1 No 2 (2020)
Publisher : Program Studi Administrasi Bisnis

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Abstract

The purpose of this study was to determine the effect of Price, Promotion, and Place on the decision of the KFC Mega Mall Manado buyer. Quantitative data analysis Data collection methods used were the validity test of the questionnaire with a population of 800 and the number of samples 80 F Test and T-Test, Multiple Linear Regression Analysis The t-test was used to testing the significance of variations in the relationship between variables X and Y, whether variables X1, X2, and X3 partially affect the Y variable (purchase decision). In conducting the t-test, the preparation of the hypothesis to be tested is used, in the form of the hypothesis Ho and the alternative hypothesis Hi: Research Results Price X1, Price does not affect the purchase decision because the value 0,585 > 0,05. Promotion X2 is said to have an effect on purchasing decisions because the value obtained is 0,023 < 0,05, Place X3 is 0,000 > 0,05 thus concluding that Place is very influential Positive on Purchasing Decisions at KFC Mega Mall Manado Hypothesis testing results Simultaneously variable prices, promotions, and places have a positive and significant effect on buying decisions on KFC mega. This is evidenced by the value of the F obtained value of 0,000.
Co-Authors Johny A. F. Kalangi Sofie C. Takaliuang Tinneke M. Tumbel Vebi S. Tahrin