PENGARUH BAURAN PROMOSITERHADAP KEPUTUSAN PEMBELIAN KONSUMENPADA PRODUK ROKOK MEREK GUDANG BARU(Studi Pada Konsumen di Kecamatan Sukun Malang)
| Main Author: | ROCKY DWI HADI, SAPUTRA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2010
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/1477/1/PENGARUH_BAURAN_PROMOSITERHADAP_KEPUTUSAN_PEMBELIAN_KONSUMENPADA_PRODUK_ROKOK_MEREK_GUDANG_BARU.pdf http://eprints.umm.ac.id/1477/ |
Daftar Isi:
- In this study, the authors take the title "The Influence of Mix Promotions In Consumer Buying Decision Against Tobacco Products Brand Gudang Baru (Studies in the District Consumer Sukun Malang". The purpose of this study is to determine the effect of promotion on purchase decisions on tobacco product brand name "Gudang Baru". To know the most dominant effect among the variables advertising, personal selling, sales promotion and sponsorship of tobacco products brand purchase decisions "Gudang Baru". This research is explanatory (exsplanatory research). Explanatory research is research that is used to test hypotheses about the relationship of these variables (cause and effect). In this study the primary data obtained from the questionnaire distribution. Data collection techniques using questionnaires. Measurement used to measure these variables using Likert scale. Results multiple linear regression, hypothesis that is proven advertising variable (X1), personal selling (X2), sales promotion (X3) and sponsorship (X4) jointly influence on purchase decision (Y) equal to 63.6%, supported by F test for 41.471 greater than F-table value of 2.37 and significance level is 0.000 Promotion significantly influence consumer purchase decisions on tobacco product brand name "Gudang Baru" Dominant variables significantly influence consumer purchase decisions in the cigarette brand "Gudang Baru" is a sales promotion variables. Based on the regression coefficient shows that the sales promotion variables (X3) with a regression coefficient of 0.540 for the dominant significant influence on purchase decisions (Y), thus the second hypothesis is not proven or rejected. Keywords: promotion, purchase decision, advertising, sales promotion, personal selling, sponsorship