DINDA ZAHRA ANGGRAINI SIREGAR, NPM 2201100218 (2026) ANALISIS PENGARUH LEAFLET PROMOTION DAN POINT OF PURCHASE TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA TERHADAP PERSEPSI KONSUMEN STUDI KASUS INDOMARET GATOT SUBROTO RANTAUPRAPAT. Tugas_Akhir(Artikel) Journal of Innovation and Creativity, 6 (1). pp. 22362-22378. ISSN 2775-771X (e-ISSN) 2962-570X (p-ISSN)
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Abstract
This study aims to determine the effect of Leaflet Promotion and Point of Purchase on Purchasing Decisions and their subsequent impact on Consumer Perception. The population of this study consists of consumers at Indomaret Gatot Subroto Rantauprapat, with a sample size of 391 respondents determined using the Slovin formula. The sampling technique employed was accidental sampling. Data analysis was conducted using the Partial Least Square (PLS) approach with SmartPLS software. The results indicate that all hypotheses (H1 to H5) are accepted. Leaflet Promotion and Point of Purchase are proven to have a significant effect on Purchasing Decisions. Furthermore, Purchasing Decisions significantly influence Consumer Perception and serve as a mediating variable that links promotional strategies to the formation of consumer perceptions. These findings emphasize that the success of retail promotion heavily depends on the ability of effective promotional strategies to increase shopping transactions as a "moment of proof" for consumers in building positive customer perceptions. Keywords: Leaflet Promotion, Point of Purchase, Purchasing Decision, Consumer Perception, SEM-PLS
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Leaflet Promotion, Point of Purchase, Purchasing Decision, Consumer Perception, SEM-PLS |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 08 Jun 2026 08:19 |
| Last Modified: | 08 Jun 2026 08:19 |
| URI: | http://repository.ulb.ac.id/id/eprint/2519 |
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