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

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.