THE EFFECT OF SALES PROMOTION AND DIRECT MARKETING ON CONSUMER INVESTMENT INTEREST AT PTSP BATAM OFFICE

บทคัดย่อ

Investment in the Batam PTSP Office is a strategic step to increase the attractiveness of investment in this area. With better service and faster licensing process, it is expected that Batam can become the main destination for domestic and foreign investors, and contribute to sustainable economic growth. This study aims to determine and analyze the Effect of Sales Promotion and Direct Marketing on Consumer Interest in the Batam PTSP Office. The population of this study were consumers at the Batam PTSP Office. The sample used in this study amounted to 344 respondents. The sampling technique used was purposive sampling. The data analysis method used was quantitative analysis, namely validity and reliability tests, descriptive statistical analysis, classical assumption tests, multiple linear regression analysis, t-tests and F-tests. for data processing using the SPSS version 23 application. Based on the data analysis, the results of the study showed that sales promotion (X1) had a positive and significant effect on consumer interest in the Batam PTSP Office, direct marketing (X2) had a positive and significant effect on (Y) at the Batam PTSP Office