THE INFLUENCE OF PROMOTION, SERVICE AND COMPANY IMAGE ON PURCHASING INTEREST AT PT INDOMARCO PRISMATAMA MEDAN BRANCH PENGARUH PROMOSI, PELAYANAN DAN CITRA PERUSAHAAN TERHADAP MINAT PEMBELIAN DI PT INDOMARCO PRISMATAMA CABANG MEDAN Section Articles

Abstract

This study aims to determine the effect of promotion, Service and corporate image partially and simultaneously on the interest in purchasing at PT Indomarco Prismatama Medan Branch, research hypothesis promotion, Service and corporate image partially and simultaneously affect the interest in purchasing at PT Indomarco Prismatama Medan Branch. This study quantitative description questionnaire instrument conducted on the population of all consumers who make purchases at PT Indomarco Prismatama Medan Branch, the determination of the sample using the Slovin formula obtained a sample of 100 people. Instrument test data analysis method, classical assumption test, multiple linear regression, partial and simultaneous hypothesis test and determinant coefficient.

The results of the study obtained the value of the coefficient of t_count promotion of 3.378 and the value of t_table of 1.984 the value of t_count> t_table (3.378 > 1.984 ) with the value of sig < 0.05 (0.001 < 0.05), the value of the coefficient of t_count services of 4.801 and the value of ttable of 1.984 the value of tcount > ttable (4.801 > 1.984) 0.05) and the value of the company's image calculation coefficient of 2.263 and the value of the table of 1.984 then the value of tcount > ttable (2.263 > 1.984) with the value of sig < 0.05 (0.026 < 0.05. R_Square value is 0.580 or R2 x 100% of 58.00%, meaning that the independent variable of the study contributed greatly in explaining the purchasing power of consumers by 62.00% while the remaining 42.00% influenced by other factors. Research conclusion promotion has significant effect on purchasing interest in PT Indomarco Prismatama Medan Branch, Service has significant effect on purchasing interest in PT Indomarco Prismatama Medan Branch and company image has significant effect on purchasing interest in PT Indomarco Prismatama Medan Branch and simultaneously promotion, Service and company image have significant effect on purchasing interest in PT Indomarco Prismatama Medan Branch.