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All Journal Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ekonomi Innovative: Journal Of Social Science Research Jurnal Nusantara Berbakti SABAJAYA Jurnal Pengabdian Kepada Masyarakat SEMANIS
Andrianto Prasetya Nugroho
Fakultas Ekonomi Dan Bisnis, Prodi Manajemen, Universitas Pelita Bangsa
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Other

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Journal : SEMANIS

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PENGARUH MEDIA SOSIAL, KUPON, PRODUK BUNDLING DAN DISKON YANG DILAKUKAN LOTTE GROSIR CIKARANG TERHADAP PRILAKU PEMBELIAN KONSUMEN Andrianto Prasetya Nugroho; Sang Dewi Roro Basuki
Prosiding SEMANIS: Seminar Manajemen Bisnis Vol. 1 No. 1 (2023): Februari 2023
Publisher : Prosiding SEMANIS: Seminar Manajemen Bisnis

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Abstract

This study aims to determine and analyze the influence of Social Media, Coupons, Bundling Products and Discounts conducted by Lotte Wholesale Cikarang on Consumer Purchase Behavior. To collect research data using a questionnaire. Sampling using non-probability sampling technique with purposive sampling method. The type of research used is quantitative. The population in this study are all Lotte Wholesale Cikarang consumers. The sample was determined with 125 respondents using the Malhotra formula. Based on the results of the research and discussion, it is concluded that Social Media, Bundling Products, and Discounts have a positive and significant effect on Consumer Purchase Behavior. While Coupons partially has a positive but has not significant effect on Consumer Purchase Behavior. The implications of this research that promotions by providing coupons are less desirable if they are given partially by Lotte Wholesale Cikarang consumers, but if you do Social Media promotions, product bundling coupons and discounts simultaneously can attract Lotte Wholesale Cikarang consumer buying behavior.
Co-Authors Alam, Ryan Saputra Etty Zuliawati Zed Fitri Syakila Halipi Hazizan Hurian Kamela Karyono Karyono Prasetyo Hari Sandi Sang Dewi Roro Basuki Sesri Sellina Tri Mulyani Kartini Zulfa Zakiatul Hidayah