ANALYSIS OF BROADCAST SMS PROMOTION ON CFC CONSUMER PURCHASE DECISIONS (Case Study at CFC Mall Asia Plaza Sumedang)
Ita Nuraeni, Ratih Hurriyati & Hilda Monoarfa

Universitas Pendidikan Indonesia

Abstract

This research is aims to determine the effect of the SMS broadcast on CFC consumer purchase decisions. The technique used is accidental sampling with data collecting techniques using questionnaires distributed to 70 respondents via a google form. The data analysis used was the f-test analysis, t-test, and simple linear regression analysis. The population in this study were CFC consumers in march, the sample was taken using accidental sampling as many as 70 respondents. The data analysis technique used simple linear regression and was assisted by the IMB SPSS statistics programs. The results showed that the SMS Broadcast has a positive and significant effect on purchasing decisions and the rest is influendced by other factors that are not explained in this research.

Keywords: Purchase Decision- Sales promotion- trade promotion- sms broadcast.

Topic: Marketing Management