PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKAIAN DI MATAHARI PALEMBANG SQUARE EXTENSION

M.Dwi Yan Putra, Dian Eka, Aslamia Rosa

Abstract


The main objective of this study was to determine the effect of the promotion mix terhdap purchasing decisions apparel products in Matahari Palembang Square Extension. The research sample of 100 respondents from consumer Sun Palembang Square. The sampling method used was non-probability sampling for consumers from the Sun varies. The coefficient of determination shows that 58.2% of the product purchase decision influenced by variables clothing promotion (advertising, personal selling, publicity, sales promotion and direct marketing). Mechanical data used is multiple regression analysis. The results showed that the simultaneous promotion mix influence on purchase decisions apparel products. Partial publicity only variable that does not have significant influence on purchasing decisions apparel products in Matahari Palembang Square Extension. Keyword : Mix Promotions, Products Clothing, Purchase Decision.

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Jurusan Manajemen
Fakultas Ekonomi - Universitas Sriwijaya
Kampus Inderalaya KM 32 Ogan Ilir
Sumatera Selatan 30662

 

Lisensi Creative Commons
Jurnal Ilmiah Manajemen Bisnis & Terapan oleh Jembatan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional

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