PENGARUH PROMOSI DAN PELAYANAN TERHADAP MINAT BELI DI AK PHONE CABANG PUSAT SIPIN KOTA JAMBI

Abstract

The use of social media as a means of promotion and good service has a big impact on AK Phone's branding as a store that sells quality gadgets. Previous research has shown that social media is effective in increasing marketing and the use of digital media has a positive effect on sales. AK Phone's promotions include various activities such as canvassing, live streaming, creating promotional content on social media, online and offline advertising, collaborating with influencers, and participating in events and exhibitions. Good service is also the focus of AK Phone by providing delivery services, online purchases with free shipping, providing free snacks and accessories, and various other services. This study aims to analyze the influence of promotion and service on the buying interest of AK Phone consumers at the Central Branch of Sipin Jambi City. The results of the study showed that the Promotion Variable (X1) had a positive and significant effect on the Buying Interest (Y) of AK Phone consumers at the Central Branch of Sipin Jambi City. Then, the Service Variable (X2) had a positive and significant effect on the Buying Interest (Y) of AK Phone consumers at the Central Branch of Sipin Jambi City. In addition, together the variables of Promotion (X1) and Service (X2) have a significant effect on the Buying Interest (Y) of AK Phone consumers at the Central Branch of Sipin Jambi City.