chapter i

Based on the above explanation, the research question asked is "What is the effect of sales promotion on purchase decision?" and "do all types of sales promotion influence purchase decisions?" To study the effect of sales promotion on consumer behavior in product purchase decision in RMUTT 7-11. For companies, the results of this research can be used as information and considerations for the company in determining the sales promotion strategy.

Previous Research

Customers choose 7-11 because the country, they buy the product at 7-11 1-3 a week and the cost to buy the product at 7-11 is 10-100 baht. From the table of rotated components, the promotion factor in the 7-11 effectiveness can be divided from customer purchase into 7 factors, they are product, promotion, customer purchase, customer decision, location, product details, first of all. The marketing mix has influenced the effectiveness of the promotion in 7-11 is statistical indicator that showed the pre value of the product = 0.017.

Theoretical Framework .1 Sales Promotion

Definition of Sales Promotion
The purpose of Sales Promotion
Tools of Sales Promotion
Characteristics of Sales Promotion
The Role of Sales Promotion
Indicators of Sales Promotion
SWOT of sales promotion

Kotler and Armstrong (2006) say that sales promotion consists of short-term incentives to encourage the purchase or sale of the product or service. One of the purpose of sales promotion is to encourage employees to be more interested in the company's products and promotion. The frequency is the number of sales promotion campaigns carried out in a time by means of the media sales promotion.

Consumer Behavior

Black box model

The black box model shows the interplay of incentives, consumer characteristics, the decision-making process, and consumer responses. The buyer's black box contains the buyer's characteristics and the decision-making process, which determines the buyer's responses. The black box model considers the buyer's response as the result of a conscious, rational decision process in which the buyer is assumed to have recognized the problem.

Purchasing decision

Purchasing decision Process

Smart companies try to understand the consumer buying decision process at the deepest level possible, i.e. these elements will be briefly presented after analyzing all stages of the purchase decision process. This is why marketers must study and gain a thorough understanding of the buying process and focus on all five stages, not just the purchase decision itself.

Problem recognition

However, it is clear that the buying process starts long before the purchase of an item and determines effects long after. The disclosure of a certain lack of balance to the consumer between the products or services associated with consumption. The increase of the existing consumer needs, their transformation and the emergence of a new need.

Information search and the identification of alternatives

The next level in the awakening of attention is the active search for information, which generally means looking for material to read, discussing with friends, searching the Internet, etc. Internal search refers to the mental process of searching for information stored in memory. actively or passively. The relative amount and influence of these sources vary depending on the product category and buyer characteristics.

Broadly speaking, consumers receive most of their information about a product or service from commercial sources. For the buyer, personal information sources are much more valuable than commercial sources that only inform the buyer about: Today's market is made up of traditional consumers – who do not shop online, cyber consumers – who shop mainly online, and hybrid consumers – who do both.

Evaluation of alternatives

It is rare that an advertising campaign can be as effective as the neighbor who leans over the fence and says: This is a wonderful product.” (Kotler and Armstrong, 2008). He develops a set of beliefs where each brand has its own attributes and evaluates products by combining his positive and negative beliefs about the brand in order of importance. Compared to the expected value model, the compensatory model, positive and negative attributes are not necessarily equated.

Evaluating attributes in isolation makes decision-making easier for the consumer, but on the other hand, it increases the possibility that the person would have made a different choice if he had considered the attributes of the product more thoroughly. The consumer sets a minimum acceptable level for each attribute and chooses the first alternative that meets the minimum standard for all attributes. If a certain brand does not meet the minimum criteria for each attribute, that brand does not enter the evaluation process.

The consumer sets some minimum standards only for the dominant attributes, while the remaining attributes are less important. The consumer ranks the attributes according to their importance and chooses the brand only taking this criterion into account. The consumer compares brands on a probabilistically selected attribute, where the probability of selecting an attribute is positively related to its importance, and brands are eliminated if they do not meet minimum acceptable levels.

The disjunctive decision rule, a non-compensatory model, assumes that the consumer establishes some dominant attributes while making other attributes less important.

The purchasing decision, the result of the evaluation process

If someone important to you tells you to buy the lowest-priced car, your tendency to buy a more expensive car is significantly reduced. So far, consumers have formed a purchase intention based on factors such as expected price and expected product benefit. For example, the economy may take a turn for the worse, a close competitor may lower its price, or a friend may report disappointment with your preferred car.

The decision to replace the desired product or service with another product or service.

Post-purchase behavior

The Relationship of Sales Promotion and Purchasing decision
Research Design
Population and Sampling
Geographic Location
Data Gathering
Research Instrumentation .1 Independent Variable

Dependent Variable

Measurement .1 Pilot Test

Validity Test
Reliability Test

Model Analysis

Correlation Analysis
Multiple Linear Regression Analysis
Hypothesis Test

After use and disposal, marketers should also study how the buyer uses and disposes of the purchased item. Research design with a formal research procedure that includes a clear definition of the objectives of the research and information needs. While the sample is part of the majority population or representative of the population under study (Arikunto in Riduwan and Engkos, 2003).

The sample is determined using the convenience sampling method, the method of selecting members of the population who are most convenient to meet and requested information. Primary data is the source of data collected from studies using in-depth interview, observation and questionnaire that provide quantitative data. Secondary data is information collected for a purpose other than the current research project, but which has some relevance and utility to the research, and secondary data used is the source of the data collected from academic articles and journals from different sources from previous studies.

Indicator research consists of stages starting with the introduction of the problem, information search, evaluation of alternatives, purchase decisions and post-purchase behavior. Generally considered as the strength of the validity of the conclusions, inferences or profession of the research we have done which is closer to the truth (Sarwono, 2012). Determination of the correlation coefficient (r) in this study using the Pearson's Product Moment Correlation of Coefficient.

Preparation for the collection as well as the completeness of the questionnaire and checking whether the questionnaires are correct or not and then the results of the questionnaire are compiled and assessed according to the points system that was used.

RESEARCH RESULT

The Result of Pilot Test

From this table, show whether the entire statement is valid because the count r is greater than the table r.

Analysis Of Frequency .1 Respondent Description

Variable Description .1 Independent Variable

Dependent Variable

So the majority respondent agree because 86 respondents from 200 respondents or 43% from 100% choose agree in the questionnaire. The number one statement as buy one get one free indicator is 7-Eleven is giving promotion buy one get one free. So the majority respondent agree because 62 respondents from 200 respondents or 31% from 100% choose agree in the questionnaire.

So the majority of respondents agree because 69 respondents out of 200 respondents or 34.5% out of 100% agree in the questionnaire. Statement number one as a premium indicator is 7-Eleven gives a shopping voucher for the purchase of a certain amount. So the majority of respondents agree because 70 respondents out of 200 respondents or 35% out of 100% agree in the questionnaire.

Explanation number one as a purchasing decision is that the customer buys a product in 7-Eleven because the promotion is very interesting. Explanation number two as a purchasing decision is that the customer buys a product in 7-Eleven because he needs it. So the majority of respondents agree because 74 respondents out of 200 respondents or 37% out of 100% agree in the questionnaire.

So majority respondent agree because 64 respondents from 200 respondents or 32% from 100% choose agree in the questionnaire.

Data Analysis .1 Validity test

Reliability Test
Correlation Analysis Table 4.23 : result of correlation
Multiple Linier Regression

Statement number four as a purchase decision is customer purchase product in 7-Eleven because has complete product everything they need. In this table, it is explained that all indicators in this research have a correlation coefficient greater than r table = 0.1391 (the value of r table for n = 200), so all indicators are valid. Reliability is a measure of respondents' stability and consistency in answering questions related to constructs that statements are a variable dimension and collected in a questionnaire form.

So all the variables are reliable and the variables can be used as measuring instrument in this research. In this table the correlation value is 0.611, variable X (sales promotion) and variable Y (purchase decision). According to the table of values for the Pearson correlation, the value 0.611 is marked as the degree of correlation.

So the variables have a positive relationship because the value is positive and the range is indicated by the degree of correlation. The purchase decision criterion for the proposed hypothesis is If t count < t table, then variable Ho variable X does not affect variable Y is accepted and variable Ha is variable X affects variable Y rejected. If t count > t table then Ho is variable X that does not affect variable Y is rejected and Ha is variable X that affects variable Y is accepted.

After knowing the influence of each sales promotion indicator on the purchase decision, the researcher will analyze the simultaneous influence of the sales promotion on the purchase decision.

CONCLUSION AND DISCUSSION

Conclusion
Discussion
Managerial Implication
Recommendation for Future Research

Of premium indicators through sales promotion has 3 statement, the first statement is 7-Eleven gives shopping voucher for the purchase of a certain amount, 86 respondents choose neutral for the statement with 43%. In the multiple regression analysis, the result is all the indicators of sales promotion together or simultaneous influence to purchase decision. From the same analysis, sales promotion has 4 indicators, but not all of them have an influence on the purchase decision.

From sales promotion, only 2 indicators can influence the purchase decision, the indicators are discount and buy one get one free. Maesa Merdiana Noor (2008) conducted a research titled "The Effect of Sales Promotion on Consumer's Purchase Decision in D'Loops Clothing Bandung". Rifki Rijabi (2012) conducted a research entitled "The Effect of Sales Promotion to Purchasing decision Consumers" a survey of consumer trinkets Purezento in Bandung.

From this research, the researcher understands that the indicators that sales promotion can influence the purchase decision. 7-Eleven should improve the sales promotion discount because from this research the discount dominates the purchase decision more. If the sales promotion can convince the customer to buy the product directly, 7-11 can successfully have many customers.

The results of this study can be used as a standard, guidelines for creating a new promotion or continuing sales promotion tools.

BIBLIOGRAPHY

Pengaruh Diskon Harga, Bonus Paket dan Store Display Terhadap Keputusan Pembelian Impulsif di Hypermart Kairagi Manado. Pengaruh Promosi, Kualitas Produk dan Citra Merek Sepeda Motor Otomatis Honda Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Loyalitas Pelanggan.