Pengaruh Point of Purchase Terhadap Minat Beli pada Ilufa

Abstract

Komunikasi pemasaran merupakan sarana paling efektif dalam berkomunikasi kepada para pelanggan maupun perantara sehingga mengetahui produk yang ditawarkan oleh perusahaan . Komunikasi pemasarn trsebut terjadi dalam bentuk promosi. Di dalam promosi sendiri terdapat promosi penjualan yang terbagi menjadi consumer promotion ( sample ,kupon dan point of purchase) , trade promotion dan bussines and sales promotion. Penelitian ini bertujuan untuk mengetahui pengaruh point of purchase ( display, signage dan instore media ) terhadap minat beli di ILUFA. Penelitian ini mengambil 200 responden dan menggunakan metode non probability sampling dengan teknik convinience sampling. Sedangkan teknik analisis data yang digunakan adalah regresi sederhana dan regresi berganda. Hasil dari penelitian menunjukan bahwa variable dari point of purchase (display, signage dan instore media) berpengaruh positif dan signifikan terhadap minat beli di ILUFA baik secara parsial maupun simultan.

Marketing communications are the means most effective at communicating to customers and intermediaries that know the products offered by the company. Marketing communication occurs in the form of promotion. Contained in its own promotional campaign that is divided into consumer sales promotion (samples, coupons and point of purchase), trade promotion and bussines and sales promotion. This study is aimed to determine how the influence of point of purchase ( Display, Signage, and Instore media ) to the buying interest in the ILUFA . This study took the 200 responden and used non probability sampling methods, with convinience sampling techniques. Data analysis techniques used simple regression and multiple regression analysis. The result showed that the variable point of purchase ( display, signage and instore media ) have a possitive and significant impact on buying interest in the ILUFA either partially or simultaneously.