FINDING AND DISCUSSION

This analysis consists of a report of the researcher’s findings and decisions about
Dunkin’ Donuts. Dunkin’ Donuts has done an analysis about the respondence
characteristic. They have chosen 95 respondents for the analysis. From the analysis,
we can see that there is more female respondent than male, namely 70 women and
25 men.

From table 1, Respondent characteristics. The percentage of woman who has

responded is 73.7 percent, and 24.3 percent of male. It is normal for our culture
because we know women are more attracted to trying a dessert and women too like
too food hunting. Women also like to hang out with their friend while enjoying food
and drink. The tabletop has shown that the majority of respondents came from the
age of 21-22 years because the percentage of it is 42.1 percent. Followed by the age
of 19-20 years by 25.3%, the age of 23-24 years by 20%, the age of 17-18 years by
10.5%, and the age of 25-26 years by 3.1%. From the decision, we conclude that
Dunkin’ Donuts is suitable for those who are productive and creative. In one month,
the frequency of purchases shows that 55.8 percent of respondents buy Dunkin’
Donuts only once a month, 32.6 percent of respondents buy 2-3 times a month, and
11.6 percent buy more than 4 times a month. This means that Dunkin’ Donuts
products are still in great demand by the student while discussing or just hanging out
with a friend.
The next finding is about the influences of promotional strategy on amount decision,
from the research we are to make sure that if promotion is important to amount
decision. The strategies are very important in marketing to increase buyer
satisfaction and achieve company goals.

Table 2. Calculation of Chi Square Promotion Strategy on Amount Decision

From table 2, the result shows that the calculated chi-square value is 12,1992, which
is greater than the chi-square table value of 5,2260 with an alpha value of <5%. That
is a significant impact of the promotion strategy on the amount of Dunkin’ Donuts
purchases in Jambi City. The result also stated that 16 respondents with 16.84
percent decided t buy 7-12 pcs Dunkin’ Donuts after reading Telkomsel SMS,
followed by 22 respondents with 23.16 percent also decided to buy 1-6 Dunkin’
Donuts after reading the SMS from Telkomsel. And as many as 27 respondents or
26.52 percent decided to buy Dunkin’ Donuts as much as 1-6 pcs after considering
other factors at the time of purchase, such as flavor variants, prices, and so on. the
smallest results in deciding the amount of Dunkin’ Donuts product purchases are still
shown the promotional strategy through Dunkin' Donuts member cards, line
applications, and BCA debit/credit cards. In the end, we conclude that Telkomsel is
very function to attract more people, especially students who do not have a
membership card, and BCA debit/credit card to buy Dunkin’ Donuts. The amount of
the purchase is still strongly influenced by SMS from Telkomsel and give more
beneficial for students. With the buy 6 get free 6 promotion from Telkomsel SMS,
they can already get 12 pcs of large donuts, by only paying for 6 donuts.