The Influence of Promotional Strategies in Increasing Consumer Purchase Interest in Dhea Shop East Lampung Business

Frita Maulina

doi:10.55927/ijems.v4i2.49

Authors

Frita Maulina Kewirausahaan, Universitas Nahdlatul Ulama Lampung, Lampung

DOI:

https://doi.org/10.55927/ijems.v4i2.49

Keywords:

Promotional Strategy, Purchasing Interest, Consumers, Small Businesses

Abstract

Promotion strategy is a controlled and integrated communication program and materials designed to introduce the company and its products to potential consumers. The purpose of this study is to determine how promotion strategies can influence customers' purchase interest at Dhea Shop Tambah Dadi in East Lampung. This research utilizes a descriptive quantitative approach. The influence of promotion strategy on consumer purchase interest is determined using simple linear regression analysis, resulting in the equation Y = 45.060 + 0.234X, which means that every one-unit increase in promotion strategy will increase purchase interest by 23.4%. The t-test on the significance value obtained 0.000 < 0.05, so the hypothesis is accepted. The F-test also shows a significant influence simultaneously with a significance value of 0.005 < 0.05. The coefficient of determination (R²) value of 0.180 indicates that promotion strategy affects consumer purchase interest by 18%. In this study, it was concluded that promotional strategies have a positive and significant effect on customer purchase interest at Dhea Shop Tambah Dadi, East Lampung

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