Analisis Pengaruh Sales Promotion: Trade Promotion Clap Terhadap Tingkat Loyalitas Merchant (studi Kasus: Startup Binaan Pt. Telekomunikasi Indonesia Bandung (clap) Tahun 2018)

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh Sales Promotion: Trade Promotion terhadap loyalitas merchant Clap. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dan menganalisis bagaimana Sales Promotion: Trade Promotion Clap, bagaimana loyalitas merchant pada Clap, besarnya pengaruh Sales Promotion: Trade Promotion terhadap loyalitas merchant Clap. Variabel independen yaitu Trade Promotion dan variabel dependen yaitu Loyalitas merchant. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif. Teknik pengambilan sampel dilakukan dengan metode non probability sampling dengan jenis purposive sampling, dengan jumlah responden sebanyak 45 merchant, yang bergabung dan melakukan transaksi menggunakan Clap. Hasil penyebaran kuesioner dan teknik analisis data yang digunakan dalam penelitian ini diolah dengan bantuan software SPSS versi 22. Berdasarkan hasil penelitian ini menunjukkan bahwa Sales Promotion: Trade Promotion Clap menghasilkan nilai rata-rata skor total 76,6% yang berarti masuk dalam kategori cukup tinggi, dan Loyalitas merchant menghasilkan nilai rata-rata skor sebesar 68,1% dikategorikan cukup tinggi. Sales Promotion: Trade Promotion berpengaruh secara signifikan terhadap Loyalitas merchant Clap sebesar 27,5%, sedangkan sisanya sebesar 72,5% dipengaruhi oleh faktor lainnya. Pada penelitian ini juga diperoleh persamaan regresi linier sederhana yaitu Y = 1,422 + 0,326X artinya jika Sales Promotion: Trade Promotion meningkat sebesar 1, maka Loyalitas merchant akan bertambah sebesar 0,326.
Kata Kunci: Sales Promotion, Trade Promotion, Loyalitas Abstract This research be held to find out the influence of Sales Promotion: Trade Promotion to Loyalty merchant Clap. The purpose of this research is to find and analyze the level of Sales Promotion: Trade Promotion Clap, the level of merchant’s Loyalty on Clap, and how much the effect of Sales Promotion: Trade Promotion Clap to Loyalty merchant Clap. The Independent variable is Trade Promotion and the dependent variable is merchant’s loyalty. This research uses quantitative method with descriptive research type. The sampling techniques use non probability sampling method with purposive sampling, with 45 merchants, who joined and made transactions using Clap. The results of the research using questionnaires distribution and data analysis techniques are processed with the help of software SPSS version 22. Based on the results of this research indicate that Sales Promotion: Trade Promotion Clap is resulted in average score of 76.6% which is categorized as enough high category, the average score of merchant’s loyalty is of 68.1% which is categorized as enough high. Sales Promotion: Trade Promotion significantly has influenced the Merchant Clap Loyalty as of 27.5%, while the rest of 72.5% loyalty is influenced by other factors. This research also obtains a simple linear regression equation where Y = 1,422 + 0.326X means that if Sales Promotion: Trade Promotion were increased with 1, then the merchant Loyalty will also be increasing of 0.326.

Keywords: Sales Promotion, Trade Promotion, Loyalty