PENGARUH SALES PROMOTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN TIKET BIOSKOP MELALUI APLIKASI TIX ID (Studi pada Pengguna Aplikasi TIX ID di Surabaya)

THE EFFECT OF SALES PROMOTION AND ELECTRONIC WORD OF MOUTH TOWARDS PURCHASE DECISION OF CINEMA TICKETS THROUGH THE TIX ID APPLICATION ( Study on TIX ID Application Users On Surabaya)

Penelitian ini bertujuan untuk mengidentifikasi pengaruh sales promotion dan electronic word of mouth terhadap keputusan pembelian tiket bioskop melalui aplikasi TIX ID. Jenis penelitian ini adalah deskriptif kuantitatif menggunakan teknik purposive sampling dengan mengambil 210 sampel. Populasi dalam penelitian adalah pengguna aplikasi TIX ID di Surabaya. Teknik analisis data menggunakan analisis regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa sales promotion dan electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial dan simultan. Sedangkan, koefisien determinasi menunjukkan nilai sebesar 45% dari kedua variabel tersebut sedangkan sisanya sebesar 55% dipengaruhi oleh variabel lain.

Kata Kunci: Sales Promotion, Electronic Word Of Mouth, Keputusan Pembelian, Aplikasi TIX ID

The aim of this research is to identify the effect of sales promotion and electronic word of mouth towards purchase decision of cinema tickets through the TIX ID application. The research method was quantitative descriptive. It was using purposive sampling technique with 210 sampels. The research population is TIX ID application users in Surabaya. Analysis technique use analysis double linear regression. Result of this research shown that sales promotion and electronic word of mouth have a positive and significant effect on purchasing decisions partially and simultaneously. Meanwhile the determination coefficient shown 45% values of the two variables while the remaining 55% which is affected by other variable.

Keywords: Sales Prootion, Electronic Word Of Mouth, Purchase Decision, TIX ID Application