TA DIGITAL
Analisis Pengaruh Iklan, Promosi Penjualan, dan Publisitas terhadap Keputusan Pembelian Konsumen Produk Pertamax di Wilayah Kota Semarang
The purpose of final project was to find out how big the influence ofadvertising, sales promotion, and publicity on purchasing decision pertamax product consumers in Semarang.
This research used Slovin method sampling with the respondents was 97 pertamax counsumers. The analysis techniques used analysis and multiple regression analysis. SPSS (Statistical Package for Social Science) version 20.0 for Windows was used in this final project.
The result of analysis showed that advertising, sales promotion, and publicity were significant on purchasing desicion consumers. It was proven from
Y = 0,224 + 0,373X₁ + 0,272X₂ + 0,215X₃
it means that Ho was rejected and Ha was accepted.
Suggestions of this research for PT Pertamina (persero) Region IV is to increase the intensity more ad impressions pertamax primarily on advertising on national television stations so that consumers can be first to know, to be able to add the programs lottery more attractive for consumers to continue to use pertamax through sales promotion program, for example when using pertamax will win a free raffle to watch world cup in Brazil, and further develop the company's program visits, and outreach programs pertamax.
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