TA DIGITAL
Analisis pengaruh iklan dan promosi penjualan terhadap keputusan pembelian tabloid Wanita Nova (Studi kasus pada PT. Sirkulasi Kompas Gramedia Semarang)
The problems that occur in the PT Kompas Gramedia Circulation Semarang is not achieving the set target center. In this case the lowest percentage achieved in August 2013 by 78%. Where is the independent varible ad (X1), and sales promotion (X2). while the dependent variable is the purchase decision (Y).
The purpose of this study is to analyze advertising and sales promotion of purchasing decisions.
Data collection methods used in this study is the observation, study literature and questionnaires. The questionnaire used defferensial simantic with 10 points and a scale sample collection method used is incidental sampling as many as 100 samples. The analytical tool used is the validity test, reliability test, T test, F test, the coefficient of determination and multiple linear regression.
Based on calculations using SPSS version 17, the results of this study indicate that the regression equation Y = 0,580X1 0,371X2. In addition, the test results of 153,762 F greater than F table is 3:09. Similarly, the T test, T-test results greater than t table and has a significance of less than 0.05 significance level. Thus, we can conclude (X1) advertising, (X2) sales promotion has a positive and significant influence on purchasing decisions tabloid women nova (Y). The most influence is advertising variable (X1) with the highest regression coefficient 0580
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