Pengaruh Promosi dan Gaya Hidup terhadap Keputusan Pembelian Produk Erigo (Studi pada Konsumen Erigo di Kota Medan)

Abstract

In the era of digital marketing as it is today, the number of brands and products that compete in the market for both goods and services is increasing. This makes consumers have many alternative choices in choosing the desired product according to the needs and desires of consumers. The existence of the internet is also one of the factors that influence consumers to find information easily and quickly. So it is important for producers to do promotions to attract consumers. In its development, promotion can be done in various ways and media. Ways that can be done in carrying out promotions include advertising, holding exhibitions, using e-commerce, discounts, and so on. In addition, trends that continue to change along with the times encourage consumers to adapt to the prevailing trends and become consumers' lifestyles. This study aims to determine the effect of Promotion and Lifestyle on Erigo Product Purchase Decisions (Study on Erigo Consumers in Medan City). Promotion includes all marketing mix tools whose purpose is to communicate information about the product and is persuasive. Lifestyle itself includes how a person lives, spends the time they have and spends the money they have. The purchase decision is the behavior of a person who consciously chooses one of the available alternative actions. This study uses quantitative research methods, the population in this study are Erigo consumers in the city of Medan. Samples were taken as many as 100 respondents with the sampling technique used was purposive sampling. The results showed that Promotion had a positive and significant effect in accordance with the acquisition of a tcount value of 3.860 > 1.660 with a significance level of 0.00 < 0.05 and a positive regression coefficient of 0.325. This shows that the more effective the promotion carried out by a company, the more attractive and influencing purchasing decisions, lifestyle has a positive and significant effect in accordance with the acquisition of a tcount value of 8.179> 1.660 with a significance level of 0.00 < 0.005 and a positive regression coefficient of 0.935 . Based on the calculation of the coefficient of determination R value of 0.841 which shows the relationship between promotion and lifestyle on purchasing decisions is quite close. The magnitude of the R square value of 0.708 indicates that 70.8% of the purchasing decision variables can be explained by promotion and lifestyle.