Strategi Promosi dan Dampaknya terhadap Keputusan Pembelian Konsumen: Studi Empiris pada Pro Barbershop Medan

Luki Hariati Hasibuan

doi:10.64276/ams.v1i2.59

Authors

Luki Hariati Hasibuan Politeknik Unggul LP3M

DOI:

https://doi.org/10.64276/ams.v1i2.59

Keywords:

Promotion, Purchasing, Decisions, Barbershop

Abstract

This study aims to describe and analyze the role of promotions in enhancing decisions at pro barbershop Medan. Pro Barbershop utilizes various form of promotions, such as discounts, loyality programs, and social media promotions, to attract customers. This study employed a descriptive qualitative approach, employing data collection techniques through questionnaires distributed to 60 Pro Barbershop customers and observations. The data obtained were analyzed through data collection, data reduction, data presentation, and conclucion drawing. The results of this study indicate that promotions do not yet play a significant role in influencing customer purchasing decisions, particularly direct and interactive promotions such as limited-time discounts, free programs after several visits, and visual promotions through social media. In conclusion, promotions play an important role in shaping consumer perceptions and encouraging them to make purchasing decisions.

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