Abstract:
The research aimed to determine the influence of Matahari Department Store sales promotions (X1) on consumer attitude (Y) in Banjarmasin City. The research used a quantitative approach with an explanatory type. Samples are taken as 347 people, the sampling technique is done by the method of Cluster Sampling. The Collection data used questionnaires, documentation, observation, and library research, while data analysis used multiple Path Analysis and 0, 05 significance level. The result of the tested hypothesis, the researcher gets = 0,000 < 0,05 with T-count for Matahari Department Store sales promotion variable = 4,065, for consumer attitude variable = 7,079. The value of F-Count = 18.851 and 2 = 0,142. The research results indicate that the hypothesis was accepted and 0 was rejected, so there is a significant influence between Matahari Department Store sales promotion and consumer attitudes simultaneously of 45.2%.
