EFEKTIVITAS DISKON DAN HADIAH SEBAGAI SARANA PROMOSI PENJUALAN UNTUK MENARIK NIAT BELI KONSUMEN PADA BUMBU MAGIC LEZAT
PT. Gawih Jaya - Wismilak
This research aimed to analyse (1) the consumer attitudes to discounts and gifts,(2) whether consumer attitudes to discounts and gifts have effectiveness in influencing purchase intention, (3) whether purchase intentions influence on purchase decisions, (4) differences in attitudes effectiveness of direct influence attitudes towards buying decision (5) the direct influence of attitudes on purchase decisions through intention. The samples were 152 respondents and selected by using purposive sampling technique. The data was collected by distributing questionnaires to consumers Lezat Magic seasoning. The primary data were consists of discount gift attitudes, purchase intentions and purchase decisions. Partial Least Square was used as an analysis tool to answer the research objectives. The results showed that consumers preferred to have promotional gifts and they compared it with discounts. The discounts and gifts significantly influenced to purchase intention. Furthermore, purchase intentions significantly influenced to purchase decisions. Moreover, it showed that the more effective influence of attitudes to discounts and gifts to purchase decision through intention than without intention. It meant there was differences influential between attitude to discount and gifts to buying decision with and without intention.
Keywords: Attitudes to discounts and gifts, purchase intention and the purchase decision