Pengaruh Bonus Pack dan In-Store Display Terhadap Keputusan Pembelian Konsumen pada Metro Pasar Swalayan Medan

Abstract

This study aims to find out "The Effect of Pack Bonuses and In-Store Display on Consumer Purchasing Decisions in the Medan Supermarket Market Metro". This type of research is associative, namely a study that is asking about the relationship between two variables. The population in this study were all as many as 1500 consumers at Metro Medan Supermarket. And by using the Slovin formula technique, the number of samples in this study were 94 respondents taken from a portion of the population. Based on the results of the t test it can be seen that t count on the bonus pack variable of 8.167 is greater than t table at 1.290 with the probability of t being sig 0.00 smaller than the significance limit of 0.1. Based on these values, the bonus pack variable has a positive and significant effect on buying interest variables. In the In-Store Display variable of 2.473 greater than t table of 1.290 with probability t that is sig 0.1 is smaller than the significance limit of 0.05, then the In-Store Display variable partially has a positive and significant influence on buying interest variables . Based on the results of the F test, the calculated F value is 164,672 > 3.98 with sig 0,000 < 10,1, indicating that Ho is rejected and Ha is accepted, meaning that the Bonus Pack and In-Store Display simultaneously have a positive and significant effect on buying interest variables. The value of R Square obtained is 0.907. To see the influence of independent variables on the dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, KD is obtained by 77.9%. This figure shows that 77.9% buying interest (dependent variable) can be explained by the Pack Bonus and the In-Store Display. The remaining 77.9% is influenced by other factors not explained in this study.