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How Promotion and Delivery Service affect the Purchase Decision
Ersa Dira Atmaja, Arasy Alimudin, Ani Wulandari
Department Of ManagementFaculty of Economics and Business Narotama University Jl. Arif Rahman Hakim 51 Surabaya, Indonesia ersadiraatmaja@gmail.com, arasy.alimudin@narotama.ac.id
Abstract
This study aims to determine the effect of sales promotion, product delivery on purchasing decisions at Breadtalk Pakuwon Mall Surabaya. The data used in this study is primary data obtained from 98 respondents who were given a questionnaire and filled in using a Likert scale 1-5 as the answer scale, then analyzed by multiple linear regression using SPSS (Statistical Package for Social Science) software version 23. From the results of the regression analysis obtained the equation Y = 12.680+0.237X_1+0.105X_2+e. t-test on the Sales Promotion variable (X1), the t-count value is 2,565 and the sig value. of 0.007. Then the value of t count > t table (1.988) and the value of sig. < (0.05), the results of the t-test on the Service Delivery variable (X2), the t- count value is 1.743 and the sig. of 0.0013. Then the value of t count < t table (1.988) and the value of sig. <
(0.05), this shows that X1 and X2 have an effect on purchasing decisions. Based on the results of the F test, it can be seen that the calculated F value is 14,155 and the Sig value. 0.000, it shows that the Sales Promotion and Service Delivery variables have a significant simultaneous effect on the Purchase Decision variable. This is evidenced by the calculated F value > F table (table F value = 3.09) and the value of Sig. < 0.05. And the results of the determination test can be seen that the Adjusted R Square value is 0.495 or 49.5%. This indicates that the level of Purchase Decision (the dependent variable) which can be explained by the Sales Promotion and Service Delivery variable (the independent variable) is 49.5%, while the remaining 50.5% is explained by other variables not examined in this study.
Keywords
Delivery Produk, Sales Promotion, Purchase Decision
1. Introduction
During the COVID-19 pandemic, many bakery businesses provide a delivery system to make it easier for their customers to eat the menus they offer without the need to come directly to store outlets. Maybe all business people are also interested in providing a delivery system, but they are still considering many things starting from how big the role of this service is. Basically the delivery system is one type of service that is suitable for use in bakery or other culinary businesses because it can provide benefits. The advantage of this product delivery is using communication media via telephone or social media, then the ordered product will be delivered to the customer's destination without the customer needing to come directly to the store outlet.
One of the important factors that make consumers make purchasing decisions to consume these products is a good and promising promotion. Because promotional activities are aimed at influencing consumers so that they can become acquainted with the products offered by the company to them and then they become happy and then buy the product (Gitosudarmo, Indriyo, 2010). Breadtalk is a bakery company that has a variety of interesting sales promotions including: product discounts up to 50% for all item sales, 30% ovo cashback for every product purchase, and purchases through the Breadtalk official website (www.order.btdelivery.com) get 30% discount from the normal price. Based on this background, I was interested in researching the How Promotion and Delivery Service affect the Purchase Decision.
Based on the background described above, the formulated problems are, Do sales promotions and product delivery services have a significant simultaneous and partial effect on purchasing decisions on Breadtalk Bread products at Pakuwon Mall Surabaya Outlets?
Do sales promotions and product delivery services have a partial effect on purchasing decisions on Breadtalk Bread products at Pakuwon Mall Surabaya Outlets?
2. Literature Review And Hypothesis Development
2.1 Relationship Between Sales Promotion With Purchase Decision.
The relationship between sales promotions is closely related to purchasing decisions, it can be seen from each buyer has different characteristics and opinions on the products offered by marketers. Sales promotion
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tools affect consumer purchasing decisions, sales promotions can also provide stimuli that can attract consumers' attention to make more purchases.
H1: There is a Significant Effect of Sales Promotion on purchasing decisions Relationship Between Product Delivery With Purchase Decision.
The relationship between product delivery is closely related to purchasing decisions. Food delivery is one of the most popular food delivery services. In addition to making it easier for consumers to make purchasing decisions, this service also helps increase sales for the company, because most modern people tend to prefer ordering food to be delivered to their home rather than buying directly to the store outlets (Wibowo, 2012).
H2 : There is an effect of product delivery on purchasing decisions Purchase Decision
The purchase decision process is a complex process in which every consumer will perform each stage in the purchase decision. In general, the consumer's purchase decision is to buy the most preferred brand, but two factors can be between the intention and the purchase decision. The purchase decision is the stage of the decision process where consumers actually make a purchase of the product (Kotler, P. & Keller, 2012)
H3 : There is a simultaneous effect of sales promotion and product delivery on purchasing decisions
2.2. Research Conceptual Framework
Figure1.
Information : Show partial effect
Shows simultaneous influence
3. Research Method
3.1 Research ApproachIn preparing this research, the author uses a research approach with quantitative research methods, namely research to prove the truth, build facts, show relationships between variables, provide statistical descriptions, estimate and predict the results with systematic research procedures, the data is in the form of numbers or numeric and analyzed by procedures statistics.
3.2 Population
The population is the research subject. According to (Sugiyono, 2013) population is a research area consisting of objects/subjects that have certain qualities and characteristics determined by researchers to be studied and then drawn conclusions. The population in this study were all customers of the Breadtalk bakery in Surabaya.
3.3 Sample
The sampling technique in this study uses purposive sampling, namely the sampling technique of data sources with certain considerations (Sugiyono, 2013). The considerations or characteristics and conditions used in this sampling are respondents who have made purchases of products at Breadtalk Pakuwon Mall Surabaya, these tend to be satisfied consumers and make repeat purchases. The number of samples in this study amounted to 98 samples.
3.4 Research Variables
According to (Sugiyono, 2013) research variables are everything in any form that is determined by the researcher to be studied so that information is obtained about it, then conclusions are drawn. In this study there are several variables that will be measured through indicators that are poured in the form of questions to
Keputusan Pembelianan (Y) Promosi
Penjualan (X1)
Delivery Produk ( X2)
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respondents. The variables in this study are Sales Promotion (X1), Product Delivery (X2), and Purchase Decision (Y).
3.5 Types and Sources of Data
The types of data used in this study are quantitative data, qualitative data and the data sources used are primary and secondary data sources.
3.6 Data Collection Techniques
In this study, data were collected by means of a questionnaire or questionnaire. According to (Sugiyono, 2013) "Questionnaire is a data collection technique that is carried out by giving a set of questions or written statements to respondents to answer".
3.7 Types of Measurement Scale
The measurement scale in this study is using a Likert scale. Where, the Likert scale is used to measure attitudes, opinions, and perceptions of a person or group of people about social phenomena (Sugiyono, 2003).
3.8 Data Analysis Techniques 1. Validity test
Decision making to measure validity can be done by comparing the scores of the questions with the total scores of constructs or variables. That is by comparing the calculated r value with r table (for degree of freedom (df) = n-2, where (n) is the number of research samples). If r count > r table and the value is positive, then the question items or indicators are assumed to be valid (Ghozali, 2011).
2. Reliability Test
According to (Ghozali, 2011)the basis for making decisions on the reliability test measurement that will be used in this study is to use the SPSS (Statistical Package for Social Science) analysis tool version 23, namely the Cronbach Alpha statistical test. The variable is declared reliable if the Cronbach alpha value is > 0.60.
Classic assumption test The classical assumption test is carried out so that the regression model used can provide representative results.
3. Classical assumption test consists of:
a. Normality Test: The normality test aims to test whether in the regression model, the confounding or residual variables have a normal distribution.
b. Multilinearity Test: The multicollinearity test aims to test whether in a regression model there is a correlation between the independent variables.
c. Heteroscedasticity test: The heteroscedasticity test aims to test whether in the regression model there is an inequality of variance from one observation residual to another observation.
4. Hypothesis testing
a. T-test (Partial): The t-test statistic basically shows how far the influence of one explanatory or independent variable individually in explaining the variation of the dependent variable (Ghozali, 2013).
b. The F statistical test basically shows whether all independent or independent variables included in the model have a joint effect on the dependent or dependent variable. (Ghozali, 2013).
5. Multiple Regression Analysis
According to (Sunyoto, 2014), multiple regression analysis is an analysis used to determine the effect of two or more independent variables (X1,2,3……n) on the dependent variable (Y). This model is used because the researcher wants to know about lifestyle (X1), brand image (X2), and product attributes (X3) on purchasing decisions for Samsung mobile phones in East Surabaya. Coefficient of Determination Test The coefficient of determination (𝑅2) essentially measures how far the model's ability to explain variations in the dependent variable is. (Ghozali, 2013).
4. Result And Discuccion
4.1 Description of Research ResultData Respondents consisted of 34 men and 66 women, 20 people aged less than 20 years, 34 people aged 21-29, 46 people over 30 years old, 21 students, 59 employees, 20 entrepreneurs.
4.2 Data Quality Test 1. Validity test
The results of the validity test were carried out using 30 samples and in the calculations showed that all questions from the three variables Sales Promotion (X1), Product Delivery (X2) were valid with a Pearson correlation value above rtable 0.195.
2. Reliability Test
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Based on the SPSS output table above, it can be seen that all the variables studied in this study have a cronboach alpha value of more than 0.6, so it can be said that all variables in this study are declared reliable.
4.2 Classical Assumption Test 1. Normality Test
Table 1. Kolmogorov Smirnov Normality Test
One- Sample Kolmogorovs Smirnov Test Unstandardized Residual
Asymp. Sig. (2 tailed) 0.200
Based on the SPSS output table above, it can be seen that the data obtained in this study are normally distributed. This can be seen from the Asymp value. Sig. (2 tailed) of 0.200, which is greater than 0.05, which means the research data is normally distributed.
2. Multikolinierity Test
Table 2. Multikolinierity Test
Variabel Collinearity Statistics
Tolerance VIF
Promosi Penjualan 0.572 1.756
Layanan Delivery 0.551 1.814
Based on the SPSS output table above, it can be seen that this study meets the requirements of the multicollinearity test (there were no symptoms of multicollinearity in this study). This is evidenced by the Tolerance value for each X variable (independent variable) which has a value greater than 0.10 and the VIF value for each X variable (independent variable) has a value less than 10 which means that there is no multicollinearity symptom in this research.
3. Heteroskedastisity Test
Figure 1 : Heteroskedastisity Test ScatterPlot
Based on the results of the SPSS output above, it can be concluded that in this study there were no symptoms of heteroscedasticity. It can be seen in the picture above that the dots spread randomly and do not form a certain pattern.
4.3 Hypothesis Test
1. Partial significance test (t test)
a. The results of the t-test on the Sales Promotion variable (X1), the t-count value is 2,565 and the sig value. of 0.007. Then the value of t count > t table (1.988) and the value of sig. < (0.05), assuming other variables are considered constant, so that it can be concluded that Sales Promotion has a significant effect partially on the Purchase Decision variable.
b. The results of the t-test on the Service Delivery variable (X2), the t-count value is 1.743 and the sig value. of 0.0013. Then the value of t count < t table (1.988) and the value of sig. < (0.05), assuming other variables are considered constant, so that it can be concluded that Service Delivery does not have a significant effect partially on the Purchase Decision variable.
2. Simultaneous Test (F Test)
Based on the results of the SPSS output. it can be seen that the calculated F value is 14,155 and the Sig value. 0.000, it shows that the Sales Promotion and Service Delivery variables have a significant simultaneous
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effect on the Purchase Decision variable. This is evidenced by the calculated F value > F table (table F value = 3.09) and the value of Sig. < 0.05.
1) Multiple Regression Analysis
After testing the Multiple Linear Regression Analysis, the equation is obtained:
Y = 12.680+0.237X_1+0.105X_2+e
Based on this regression equation, it can be seen that: The regression coefficient value of the Sales Promotion variable is 0.237, meaning that if the Sales Promotion variable is increased by one unit with the assumption that the Service Delivery variable is considered constant, it will increase the Purchase Decision by 0.237. The regression coefficient value of the Service Delivery variable is 0.105, which means that if the Service Delivery variable is increased by one unit assuming the Sales Promotion variable is considered constant, it will increase the Purchase Decision by 0.105.
2) Coefficient of Determination Test
Based on the results of the SPSS output, it can be seen that the Adjusted R Square value is 0.495 or 49.5%. This indicates that the level of Purchase Decision (the dependent variable) which can be explained by the Sales Promotion and Service Delivery variable (the independent variable) is 49.5%, while the remaining 50.5% is explained by other variables not examined in this study.
5. Conclusion and Suggestion
ConclusionBased on the research that has been done, the researchers can draw several conclusions, namely as follows:
1. In this research, the results of the t-test (partial) on the Sales Promotion variable (X1), the t-count value is 2,565 and the sig value. of 0.007. Then the value of t count > t table (1.988) and the value of sig. < (0.05), assuming other variables are considered constant, so that it can be concluded that Sales Promotion has a significant partial effect on the Purchase Decision variable. And the results of the t test (partial) on the Service Delivery variable (X2), the sig value is 0.0013. Then the value of sig. < (0.05), assuming other variables are considered constant, so that it can be concluded that Service Delivery has a partially significant effect on the Purchasing Decision variable.
2. In this study, it can be seen that the calculated F value is 14,155 and the Sig value. 0.000, it shows that the Sales Promotion and Service Delivery variables have a significant simultaneous effect on the Purchase Decision variable. This is evidenced by the calculated F value > F table (table F value = 3.09) and the value of Sig. < 0.05.
Suggestion
Based on the conclusions mentioned above, the researcher can provide suggestions for several related parties, namely the BreadTalk company as the object of research and academic parties (students/lecturers/researchers). The suggestions that researchers can give are as follows:
1. For BreadTalk companies as research objects, this research can be used as a reference for developing marketing strategies for the company. Because this research focuses on the field of marketing.
2. For academics (students/lecturers/researchers), this research can be used as a benchmark for conducting further research. It is recommended for further researchers to use independent variables that were not examined in this study so that the research results can be more diverse.
References
Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2013). Aplikasi Analisis Multivariat dengan Program IBM SPSS 21 (7th ed.). Badan Penerbit Universitas Diponegoro.
Gitosudarmo, Indriyo, dan I. N. S. (2010). Perilaku Keorganisasian, Cetakan Ketiga. BPFE.
Kotler, P. & Keller, K. L. (. (2012). Manajemen Pemasaran Jilid I Edisi ke 12. Erlangga.
Sugiyono. (2003). Statistika untuk penelitian. CV. Alfabeta.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeth. Value-Added Logistics ini Supply Chain Management.pdf. (n.d.). Alfabeta.CV.
Sunyoto, D. (2014). Praktik Riset Perilaku Konsumen. Cetakan Pertama. CAPS (Center of Academic Publishing Service).
Wibowo. (2012). Manajemen Kinerja (Edisi Ke 3). Rajawali Pers.
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Biography / Biographies (Optional)
Ersa Dira Atmaja, born in surabaya currently studying marketing management at narotama university surabaya.
Arasy Alimudin, Associate Professor Strategic Management and Lecturer of Narotama University, Surabaya, Indonesia.
Ani Wulandari, is at present a lecturer of Management Major & Director of International Relations Office and International Class of Narotama University since 2011. Her forte in strategic management has led her into various researches in management and business field indexed in national and international journals. Her professional contributions expand Narotama University global outreach as well as international student management within the university.
