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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang International Journal of Asian Business and Management (IJABM)
henri Saragih
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The Influence of Promotional Policies on Consumer Loyalty in Auto 2000 Sisingamangaraja Medan Henri Saragih
International Journal of Asian Business and Management Vol. 3 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v3i3.9965

Abstract

The purpose of this research is to determine and analyze the influence of promotional policies on consumer loyalty at Auto2000 Sisingamangaraja Medan. The variables used in this research are advertising (X1), sales promotions (X2), personal sales (X3) consumer loyalty (Y). The population used in this research was Auto 2000 Sisingamangaraja Medan consumers as of July 2019 to September 2019, totaling 1800 people. Using the Slovin formula, the sample size was 95 people. The data analysis used in this research is multiple linear regression analysis. The results of the multiple linear regression equation obtained from the research results are Y = 6.265+ 0.471 X1 + 0.178 X2 + 0.391 X3 + e. The results of the research are that advertising and personal sales variables partially have an influence and significance on service quality. Simultaneously, advertising, promotion and personal sales have a more positive and significant effect on consumer loyalty with a value of R2 = 57.2%, which means that the advertising, promotion and personal sales variables have an effect on consumer loyalty by 57.2%. It is recommended to future researchers that the results of this research can become a reference that can provide additional knowledge and comparisons in conducting research in the future
PENGARUH KESADARAN MEREK(BRAND AWARENESS), KUALITAS PRODUK (PRODUCT QUALITY), DAN LOKASI (LOCATION) TERHADAP KEPUTUSAN PEMBELIAN (TO BUYING DECISIONS) PADA PERUMAHAN PURI REVENO ASRI MEDAN Dheargo Tamba Ginting; Henri Saragih; Selamat Siregar
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 01 (2026): Volume 12 No. 01, Maret 2026 Release
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i01.12173

Abstract

This study aims to analyze the influence of brand awareness, product quality, and location on purchasing decisions at the Puri Reveno Asri Medan housing complex. The research method used is a quantitative approach with a descriptive research design. The population consists of 76 residents of the Puri Reveno Asri Medan housing complex in 2024–2025. The sampling technique employed is a census method, where all members of the population are included as research samples. The results show that partially, brand awareness has a positive and significant effect on purchasing decisions with a t-value of 3.708 > t-table 1.993 and a significance level of 0.000 < 0.05. Product quality also has a positive and significant effect with a t-value of 4.556 > t-table 1.993 and a significance level of 0.000 < 0.05. Location has a positive and significant effect with a t-value of 4.089 > t-table 1.993 and a significance level of 0.000 < 0.05.Simultaneously, brand awareness, product quality, and location have a positive and significant effect on purchasing decisions with an F-value of 50.091 > F-table 2.73 and a significance level of 0.000 < 0.05. The adjusted R-square value of 0.663 indicates that 66.3% of the variation in purchasing decisions can be explained by these three variables, while the remaining 33.7% is influenced by other variables not examined in this study.
Co-Authors Dheargo Tamba Ginting Selamat Siregar