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Hubungan Promosi Penjualan dengan Keputusan Pembelian Konsumen saat Pandemi Covid-19

Authors

  • Ryan Hafiyan Azmi Fakultas Ilmu Komunikasi Universitas Islam Bandung
  • Satya Indra Karsa

DOI:

https://doi.org/10.29313/jrmk.v2i1.816

Keywords:

Keputusan Pembelian, Pandemi Covid-19, Promosi Penjualan

Abstract

Abstract. Indonesia has a wide variety of cultures, languages, and beautiful natural attractions. One of them is the Sari Ater Subang tourist attraction which can pamper tourists to feel the warmth of water directly from the source. However, Sari Ater is currently experiencing a severe ordeal with the outbreak of Corona Virus Disease 2019 which has a direct impact on reducing the number of visits. After being allowed to operate again, Sari Ater was faced with quite a lot of homework, namely how to attract back the interest of visiting consumers during the pandemic by still implementing health protocols. One of the efforts made by Sari Ater is to carry out sales promotions through Instagram social media by offering discounts, vouchers, and price packages. Seeing this phenomenon, this study aims to be able to find out how the relationship between sales promotion by Sari Ater and consumer purchasing decisions during the Covid-19 pandemic. This research is a quantitative study with a correlational study approach, the data is processed using SPSS. The population chosen in this study were 26,000 followers of the @sariaterhotelandresort Instagram account. Meanwhile, the sample selection was carried out by means of purposive sampling so that the sample was more representative. This research has results; 1) there is an influence from the discount aspect on the decision to purchase admission tickets; 2) there is an influence from the voucher aspect on the decision to purchase admission tickets; and 3) there is no influence from the price package aspect on the decision to purchase Sari Ater entrance tickets.

Abstrak. Indonesia memiliki beragam macam budaya, bahasa, dan objek wisata alam yang indah. Salah satunya objek wisata Sari Ater Subang yang dapat memanjakan wisatawan untuk merasakan air panas alami  langsung dari sumbernya. Namun dewasa ini Sari Ater mengalami cobaan berat dengan mewabahnya Corona Virus Disease 2019 yang berdampak langsung pada penurunan angka kunjungan. Setelah kembali diperbolehkan beroperasi, Sari Ater dihadapkan dengan pekerjaan rumah yang cukup besar yaitu bagaimana menarik kembali minat kunjung konsumen dimasa pandemi dengan tetap melaksanakan protokol kesehatan. Salah satu upaya yang dilakukan oleh Sari Ater adalah melakukan promosi penjualan melalui media sosial Instagram dengan menawarkan potongan harga atau diskon, voucher, dan paket harga. Melihat fenomena tersebut penelitian ini bertujuan untuk dapat mengetahui bagaimana hubungan promosi penjualan yang dilakukan Sari Ater dengan keputusan pembelian konsumen dimasa pandemi covid-19. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan studi korelasional yang datanya diolah menggunakan aplikasi SPSS. Adapun populasi yang dipilih dalam penelitian ini adalah 26.000 followers akun Instagram @sariaterhotelandresort. Sementara pemilihan sampel dilakukan dengan cara purposive sampling agar sampel lebih representatif. Penelitian ini memiliki hasil; 1) terdapat pengaruh dari aspek diskon terhadap keputusan pembelian tiket masuk; 2) terdapat pengaruh dari aspek voucher terhadap keputusan pembelian tiket masuk; dan 3) tidak terdapat pengaruh dari aspek paket harga terhadap keputusan pembelian tiket masuk Sari Ater. 

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Published

2022-07-11