Analisis pengaruh faktor - faktor program sales promotion terhadap keputusan memilih kartu kredit HSBC di Surabaya

Liliani, . (2008) Analisis pengaruh faktor - faktor program sales promotion terhadap keputusan memilih kartu kredit HSBC di Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The usage of credit card as payment instrument recently in many cities in Indonesia is increasing. For this reason, credit card issuers and acquirers competing in various promotion programs, especially in sales promotion. This research examined the simultaneous and partial influence of the sales promotion programs launched by the HSBC Credit Card toward consumer's decision on applying the HSBC Credit Card in Surabaya. The sales promotion programs considered were discount, 0% interest financing, buy 1 get 1 free, free annual fee and reward points. Further examination analyzed which sales promotion program influenced most toward consumer's decision on applying the HSBC Credit Card in Surabaya. Analysis method used the multiple linear regression model. The examination showed the sales promotion programs simultaneously and significantly influence the consumer's decision on applying the HSBC Credit Card in Surabaya. This is proven by the F test value = 17,777; which is higher than the F table = 2,31. The next examination showed only 3 sales promotion programs: 0% interest financing (t = 4,748), free annual fee (t = 3,885) and reward points (t = 2,923) which t test values are higher than t table value = 1,99; were partially and significantly influence the consumer's decision on applying the HSBC Credit Card in Surabaya. The other 2 variables: discount (t = 0,210) and buy 1 get 1 free (t = 0,945), were not significantly influence the consumer's decision. The fitness of the regression model in explaining the real condition was examined from the R2. The R2 result is 0,486 and Adjusted R2 is 0,459 explained that the influence of the sales promotion programs toward consumer's decision on applying the HSBC Credit Card in Surabaya are only 45,9%. There were other factors beside the sales promotion programs: discount, 0% interest financing, buy 1 get 1 free, free annual fee and reward points, had not been considered in this examination, valued 54,1%.

Item Type: Thesis (Masters)
Department: ["eprint_fieldopt_department_Graduate School" not defined]
Uncontrolled Keywords: Marketing, sales promotion, consumer decisions, credit card
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:12
Last Modified: 26 Jun 2015 08:12
URI: http://repository.wima.ac.id/id/eprint/2754

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