EFFECT OF DIGITAL PAYMENTS AND SALES PROMOTION ON BEVERAGE FRANCHISE PRODUCT PURCHASE DECISIONS (Case Study of Haus Consumers in Binus Branch)

In the era of globalization, the progress of science and technology is growing very rapidly. In the field of marketing, one of them is by increasingly advanced payment methods and sales promotions. Promotions and digital payments are also strategies to attract consumers to make purchasing decisions. This study aims to determine the partial and simultaneous effect of digital payments and sales promotions on purchasing decisions for thirsty drinks. The population of this research is the consumers of the Haus drinks, Binus branch in West Jakarta, and have made a purchase of Haus. The sampling technique used was non-probability sampling, namely the purposive sampling technique with 80 respondents. The data analysis technique used is the Structural Equation model with SmartPLS. The results of this study indicate that digital payments and sales promotions have a simultaneous effect on purchasing decisions. Partially digital payments and sales promotions have a significant effect on purchasing decisions at the Binus branch of Haus drinks.


INTRODUCTION Background
In the era of globalization, advances in science about technology and information are currently developing very rapidly in the field of marketing. Currently, in the marketing sector, money is still used in physical form, which makes it difficult to return more money, and the long queue of consumers so that a practical and fast payment method is needed to shorten transactions.
Technological advances that continue to develop at this time have an influence on human life, one of which is the payment system, among the many payment systems, one of which is digital payments. According to Puspita (2019:121) digital payments are technology that provides new ideas for citizens about non-cash payments that are much more instant and convenient in transactions. Some people understand digital payments as digital wallets or mobile money which can be used to pay for various transactions. One of them that provides digital payment application services in Indonesia is Shopeepay, OVO, and Go-pay.
Digital payments themselves have a prepaid system where users have to top up a balance of a certain amount of money which will later be recorded digitally. Then users can make payments anytime, anywhere with ease. The convenience provided by digital payments seems to be able to win the hearts of people in the era of globalization, especially in Indonesia, for millennials who usually like simple things. In addition to the payment system, marketing is also not spared from incessant promotions.
Promotion is the most important activity, which functions actively in presenting, informing and reaffirming the benefits of a product in order to urge consumers to buy the product being promoted. To conduct promotions, each industry must be able to determine exactly which promotional equipment is used in order to achieve success in sales. According to Nickels in Swastha and Irawan (2008:349), promotion is a flow of data or persuasion, a one-way street made to focus a person or industry on actions that generate exchanges in marketing. According to Kotler and Armstrong (2019:62) the promotional mix includes advertising, personal selling, sales promotion, public relations. According to Kotler and Armstrong (2019:204) explain the notion of sales promotion, Sales promotion describes a persuasive activity that directly markets an item or product. In essence, the implementation of a promotion aims to persuade consumers to be able to buy a product offered. In addition, sales promotions can also make potential buyers to purchase products.
Research conducted by Kurnianingsih and Sugiyanto (2019) proves where sales promotion has an influence in making purchasing decisions on a product by consumers. Another study conducted by Natalia and Mulyana (2014) suggests that sales promotions make a significant increase in sales both in terms of discounts or contests to attract purchasing decisions.
Sales promotions are one of the franchise drink sales strategies to attract purchase decisions by offering several promos in the form of cashback and discounts through digital payments ShopeePay, OVO, GO-Pay and as a digital payment tool. This can attract potential buyers to buy franchise drinks.
One of the beverage franchises that use digital payments for payment systems and sales promotions is Haus. Haus is a beverage franchise in Indonesia that already has 119 branches in Indonesia that market beverage products with a wide selection of beverage flavors at affordable prices.
In the era of globalization, the increasing number of franchised beverage industries has resulted in Haus continuing to innovate so as not to be eroded by existing competition by collaborating with digital payments for a more effective and efficient payment system. In addition to improving the payment system, sales promotions also use shopeepay, OVO, GO-pay digital payments, namely by giving cashback to buyers.

Formulation of Problems
The formulation of problem in this study is as follows: 1.
How does digital payment affect the decision to purchase Haus beverage franchise products in Binus branch? 2.
How does sales promotion affect the decision to purchase Haus beverage franchise products in Binus branch? 3.
How does digital payments and promotions affect the purchase decision of Haus beverage franchise products in Binus branch?
a. Brand Selection Buyers should be able to make a brand decision to buy. Each brand certainly has variations between brands.Companies must understand how consumers choose all brands. b. Time Selection The decision to buy at that time selection is different, for example every year, every month, every day and so on. c. Distribution Buyers are required to be able to make a decision on which dealer to visit. Each buyer has different considerations when it comes to ensuring the dealer can be due to aspects of close position, low prices, complete product inventory and others.

d. Quantity
Purchases can make decisions about what quantity of products to buy. In this regard, the industry must be able to prepare the number of goods that match different wills in the buyers. e. Payment Method Consumers can make decisions that are about the payment procedures to try. At this time the decision on the purchase is not only influenced in terms of culture, area, and family. Purchasing decisions are also influenced by the technology used in purchase transactions.

RESEARCH METHODOLOGY
To complete this research, researchers used descriptive research with a quantitative approach with the object of the study, namely customers of beverage Haus Binus.branch. Variables in this study for endogenous variables there are digital payments and sales promotions as well as for exogenous variables there are purchasing decisions. Data collection techniques using questionnaires with linkert scale measurements. For the population used in this study is consumers of beverage Haus Binus branch. Samples were taken by 80 people whose data analysis techniques use SEM. Indicators can reflect the construct if it has a validity value or loading not less than 0.7, where the estimated result can be seen in table 1 above there are 30 indicators but because there is a defective data causes the corrector to delete it because making sempls calculation errors are not in accordance with the standard assessment so that the remaining 21 indicators as in table 1. There are 13 indicators that are valid and invalid ones have a value that is kuang of 0.7 there are 8 indicators. Based on table 2, the AVE value shows a number greater than 0.5 so that it can be stated that each variable has a good discriminant validity.  table 3 above the Composite Reliability value shows a number greater than 0.7 and Cronbach's Alpha shows a number greater than 0.7 so it can be concluded that the whole variable has a high level of reliability. Further test the goodness of fit by measuring R-square. According to Hair, et al (2015) states the value of R-square 0.75 (strong), 0.50 (moderate), and 0.25 (weak).The R-square value of the goodness of fit test result is 0.275 (weak) can be seen in the construction model as follows:  Source: primary data obtained 2021

Digital Payment
From the data processing results showed that digital payment variables have a significant effect on the variable of purchasing decisions with T-statistic more than 1.96 with 3.22 and p value less than 0.05 with a value of 0.001.

Sales Promotion
From the results of data processing shows that the sales promotion variable has a significant effect on the variable of purchase decision with T-statistic greater than 1.96 ie with a value of 5.081 and p value less than 0.05 ie with a value of 0.00.

Simultaneously
The condition that a variable has simultaneous influence is that there must be at least 1 (one) exogenous variable tested that has an influence on endogenous variables.The conclusion of the data processing results shows there is an important influence simultaneously between digital payments and sales promotions on purchasing decisions.

Conclusions
1. There is a significant influence of digital payments on the decision to purchase haus beverages binus branch Jakarta. This shows that the use of payment media using digital payment applications such as OVO, GO-pay, Shopeepay conducted by beverages Haus Binus branch Jakarta increases purchasing decisions.