Analysis of Consumer Perception towards Sales Promotion Buy One Get One Free Influencing Post-purchase Behavior (Case of Starbucks in Dipatiukur Bandung)
| Main Author: | Nasution, Andre Dirga |
|---|---|
| Format: | bachelorthesis doc-type Bachelors |
| Bahasa: | ind |
| Terbitan: |
, 2017
|
| Online Access: |
http://repository.unpad.ac.id/frontdoor/index/index/docId/8499 |
Daftar Isi:
- Consumer perception could influence their decision to consume a service or product. In this thesis, author have done research about the influence of consumer perception to promotion “buy one get one free” toward consumer post-purchase behavior in Starbucks Dipatiukur Bandung. In this research, author used sub-variable sensation, absolute threshold, differential threshold and subliminal perception to measure what consumer percepts toward promotion “buy one get one free” Starbucks. While post-purchase behavior is one of five stages of consumer buying process in purchase decision because the targeted respondents are the people who have been use the promotion in Starbucks Dipatiukur Bandung. Tool used to obtained primary data is by online questionnaire. The number of sample used as many as one hundred respondents using purposive sampling. Then analysis of data obtained using regression analysis. This analysis included: validity and reliability, hypothesis testing t test, and coefficient of determination (R2). From the analysis obtained by regression analysis: Y = 2.684 + 0.416X. Variable Purchase Decision (Y), and Consumer Perception (X) were tested using the t test showed that the consumer perception toward promotion “buy one get one free” Starbucks variable have an influence to positive post-purchase behavior. Figures Adjusted R square of 0.449 indicates that the sales promotion variables in this study effect of 44.9 percent of the purchase decision positive post-purchase behavior variable. While the remaining 55.1 percent is explained by other variables outside variables used in this study.