PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA TOPSELL DI KOTA MOJOKERTO)

EZA NOVIYANTI, EZA NOVIYANTI (2019) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA TOPSELL DI KOTA MOJOKERTO). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Noviyanti, Eza,2018. The Influence of Promotion Mixes on Consumer Purchasing Decisions in Topsell in Mojokerto City. Thesis / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I: Budi Utami SE., MM Advisor II: Syamsul Hidayat SE., MM Promotion mix is one of the important marketing mix in marketing goods or services produced by the company and also as a way to provide information to the public about the goods or services produced by a company. Therefore, the company always builds the best communication possible to its customers through promotion. Topsell is a large mobile phone shop that sells accecories and gedget with various types. This study aims to determine whether the promotional mix which consists of advertising, personal sales, sales promotion, public relations, and direct marketing affect the purchasing decisions partially and simultaneously. The population in this study were consumers at Topsell as many as 780 people and a sample of 195 respondents, the approach in the form of quantitative data and statistical tests used were data instrument testing, classical assumption test, multiple linear regression, and hypothesis testing as calculations using the SPSS program application. This data analysis technique is multiple linear regression analysis, while the regression equation obtained is Y = 0.198 + 0.194X1 + 0.56X2 + 0.018X3 + 0.200X4 + 0.453X5. The test results revealed that partially there are three variables that have significant influence, namely advertising, public relations and direct marketing and there are two variables that do not significantly influence consumer purchasing decisions and simultaneously it is known that it has a significant effect on consumer purchasing decisions. In the coefficient of determination (R2) the promotional mix affects 23.7% of consumers' purchasing decisions at Topsell in Mojokerto City. Keywords: Promotion Mix, Consumer Purchase Decisions.

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