PENGARUH PROMOSI TERHADAP PERILAKU KONSUMEN PADA KOPERASI SERBA USAHA RAPTAMA JAYA DESA RONGGURNIHUTA

Abstrak

This study aims to find out: the influence of promotion on consumer behavior in multi-purpose cooperatives in KSU Raptama Jaya both positively and significantly. This type of research data uses quantitative data. Quantitative data is data in the form of numbers or numbers, grouped into nominal data, ordinal data, interval data and ratio data. This study used nominal data and ordinal data. Nominal data was used for gender questions while ordinal data was used for research questions which were then measured using Likert scales. This research was conducted at the Raptama Jaya Multipurpose Cooperative in Ronggurnihuta Village. The sample in this study was all members of the cooperative totaling 60 members. The results showed that there was a significant influence on the coefficient value of 0.307 compared to the service quality variable whose coefficient value was 0.243. Based on the basis of decision making which states that the variable that has the highest calculated t value with a value that moves away from zero, the variable is the most dominant influential variable compared to other variables.