Roy Adi Suwarna, . (2024) ANALISIS VOLUME PENJUALAN MELALUI NIAT MEMBELI DENGAN PERTIMBANGAN PENGARUH HARGA, DISKON DAN BIAYA PENGIRIMAN. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study analyzes the effect of price, discount, and shipping cost on sales volume through purchase intention at authorized Daikin AC dealers in Banten. Data were collected through questionnaires to 173 respondents and analyzed using SmartPLS 4.0. The results showed that price, discount, and shipping cost significantly influenced sales volume both directly and through purchase intention. The results of hypothesis testing showed that price, discount, and shipping cost had a positive effect on sales volume with t-statistic values of 5.43, 4.67, and 3.95, respectively. Purchase intention as a mediating variable also significantly influenced sales volume with a t-statistic value of 6.12. Managerial implications suggest that marketing managers set competitive prices, design attractive discount programs, and optimize shipping costs to increase purchase intention and sales volume. This study contributes to the marketing management literature with empirical evidence on the effect of price, discount, and shipping cost on sales volume through purchase intention. The results of this study are expected to be a reference for researchers and business practitioners in improving marketing strategies.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2210121039] [Pembimbing 1: Ivan Yulivan] [Pembimbing 2: Diana Triwardhani] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Ivan Yulivan] |
| Uncontrolled Keywords: | Price, Discounts, Shipping Costs, Purchase Intention, Sales Volume. |
| Subjects: | A General Works > AI Indexes (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | ROY ADI SUWARNA |
| Date Deposited: | 22 Aug 2024 06:57 |
| Last Modified: | 22 Aug 2024 06:57 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32510 |
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