PENGARUH HARGA DAN INTENSITAS PROMOSI TERHADAP MINAT BELI KONSUMEN BATU BATERAI ENERGIZER PADA PT. PRATAMA MAKMUR

Amalia Khairina Sabila,1414.1111.656, The Effect of Price and Promotion Intensity on Consumer’s Purchase Intention of Energizer Battery on PT. Pratama Makmur, 131 pages, 48 tables, dan 10 figures, Jakarta, 2018
This research objective is to determine the effect of price and promotion Intensity the Consumer’s Purchase Intention of energizer battery at PT. Pratama Makmur, Senen, Central Jakarta.
This research was done to PT. Pratama Makmur, Senen, Central of Jakarta. The time of research was for month of January to March of 2018. The method used in this research is library and method field. Sample used was 123 consumer that sold energizer battery using Simple Random Sampling technique. The result shows that Price variable and Intensity Promotion variable have positive and significant influence for Consumer’s Purchase Intention. Effect that was given by Price against Consumer Purchase Intention is 0,02% and Promotion Intensity variable against Consumer’s Purchase Intention is 13,3%. While the rest (86,5%), was affected by other factors such as brand image, and quality perception. This research can be marked as not valid since value of thitung is small than the value of ttabel which in this case, 0,458 > 1,97976 for Price (X1) effect for Consumer’s Purchase Intention. The value of thitung for Promotion Intensity was 4,313. This is bigger compared to ttabel which has value of 1,97976. Then the analization of test F calculation with 2 independent variables which are Price (X1) and Promotion Intensity (X2) against Consumer’s Purchase Intention(Y) was 9,315 (using Fhitung from SPSS table Anova). This number was way bigger than Ftabel which has value of 3,07. This means, both Price (X1) and Promotion Intensity (X2) have significant influence for Consumer’s Purchase Intention.
Reference: 5 books (2005 – 2016), 6 journals, 1 thesis, 4 websites, thesis adviser : Arifin Nugroho, SE,MM dan Drs. H. Arjuna Wiwaha, MM

Key words: Price, Promotion Intensity, Consumer’s Purchase Intention