Indonesian Journal of Entrepreneurship & Startups
Vol. 4 No. 1 (2026): January 2026

Promosi sebagai Magnet: Analisis Dampaknya terhadap Pertumbuhan Konsumen

Lestari, Tia (Unknown)
zahrani, sahrin (Unknown)
Meylva, Euis (Unknown)
Syarifuddin (Unknown)
Fernanda, Tyas (Unknown)

Article Info

Publish Date
10 Jan 2026

Abstract

Penelitian ini menganalisis pengaruh promosi terhadap pertumbuhan konsumen pada usaha makanan-minuman Chito Roll. Desain penelitian bersifat deskriptif kuantitatif dengan membandingkan tiga batch penjualan yang berbeda intensitas promosinya. Analisis menggunakan uji Chi-Square dan korelasi Spearman. Hasil menunjukkan perbedaan signifikan jumlah konsumen antar batch (χ² = 35.119; p < 0.001) serta hubungan positif sempurna antara promosi dan pertumbuhan konsumen (rho = 1.0; p < 0.05). Promosi aktif menghasilkan jumlah konsumen tertinggi, sementara tidak adanya promosi menurunkan penjualan. Penelitian menegaskan bahwa promosi konsisten sangat penting bagi keberlanjutan usaha

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Journal Info
Indonesian Journal of Entrepreneurship & Startups
Website

Abbrev

ijes

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Entrepreneurship & Startups is a journal focused as a platform to exchange cutting-edge ideas and technologies from researchers, academics, practitioners, policy makers, and employers in order to cultivate the seed of entrepreneurship and Startup launch. Indonesian Journal of ...