Pengaruh Promosi Terhadap Keputusan Penyewaan Kios Di Pasar Ya’ahowu Kota Gunungsitoli

Sari

Abstrak

Pasar tradisional me.rupakan bagian inte.gral dari pe.re.konomian lokal, be.rfungsi tidak hanya se.bagai pusat aktivitas pe.rdagangan, te.tapi juga se.bagai pe.ngge.rak e.konomi mikro yang me.ndukung pe.laku usaha ke.cil dan me.ne.ngah (UMKM). Se.lain itu, pasar tradisional me.njadi ruang sosial di mana budaya dan tradisi lokal te.rus dipe.rtahankan, se.hingga me.miliki dime.nsi sosial dan budaya yang tidak te.rgantikan (Kotle.r & Armstrong, 2018).  Salah satu pe.nye.bab utama pe.nurunan tingkat keputusan pe.nye.waan kios adalah kurangnya e.fe.ktivitas strate.gi promosi yang dite.rapkan. Me.nurut Kotle.r dan Ke.lle.r (2016), strate.gi promosi yang inovatif dan re.le.van dapat me.ningkatkan ke.sadaran pe.dagang pote.nsial te.rhadap pe.luang usaha di pasar tradisional, se.rta me.nciptakan loyalitas pe.nye.wa lama. Namun, promosi di Pasar Ya'ahowu masih didominasi ole.h me.tode. konve.nsional, se.pe.rti pe.nye.baran informasi dari mulut ke. mulut, tanpa me.manfaatkan te.knologi digital se.cara maksimal. Melalui metode kuantitatif dan analisis regresi linear sederhana, penelitian ini melibatkan 34 responden. Koe.fisie.n ini me.miliki nilai ne.gatif, yang me.nunjukkan bahwa se.tiap pe.ningkatan satu satuan pada promosi justru me.nurunkan keputusan Pe.nye.waan Kios se.be.sar 0.562 unit, Se.lain itu, nilai R² se.be.sar 0.588 me.nunjukkan bahwa promosi hanya me.nje.laskan 58.8% variasi tingkat pe.nye.waan kios, se.me.ntara 41.2% sisanya dipe.ngaruhi ole.h faktor lain yang tidak te.rmasuk dalam pe.ne.litian ini, se.pe.rti harga se.wa, fasilitas pasar, lokasi, dan daya be.li masyarakat

Kata Kunci: Promosi, Keputusan Penyewaan

Abstract

Traditional markets are an integral part of the local economy, functioning not only as a center of trading activities, but also as a driver of micro-economics that supports small and medium enterprises (MSMEs). In addition, traditional markets become a social space where local culture and traditions continue to be maintained, so that they have irreplaceable social and cultural dimensions (Kotler & Armstrong, 2018). One of the main reasons for decreasing the level of kiosk rental decisions is the lack of effectiveness of the promotional strategies implemented. According to Kotle. However, promotions at Ya'ahowu Market are still dominated by methods. conventional, such as spreading information by word of mouth. mouth, without making maximum use of digital technology. Through quantitative methods and simple linear regression analysis, this research involved 34 respondents. This coefficient has a negative value, which shows that every one unit increase in promotion actually reduces Kiosk rental decisions by 0.562 units. Meanwhile, the R² value of 0.588 indicates that promotion only accounts for 58.8% of the variation in levels. kiosk leasing, while the remaining 41.2% is influenced by other factors not included in this research, such as rental prices, market facilities, location and people's purchasing power

Keywords: Promotion, Rental Decision