TA DIGITAL
Pengaruh periklanan, promosi penjualan, personal selling, dan publisitas terhadap keputusan pembelian pada aryani art
The problem at Aryani Art was a decrease in export sales in 2014. It was indicated by the decrease in product purchasing of eceng gondok on Aryani Art. This study aims analyze the influence of advertising, sales promotion, mass media and personal selling on purchasing decisions of Aryani Art.
In this study, researchers used the entire population of consumers of Aryani Art. The method used is purposive sampling method. The samples used were 96 all consumers of Aryani Art that never make purchases at Aryani Art. Test equipment in this study used multiple linear regression, partial test (t test) and test simultaneous f (f test). The Results of this study indicated that advertising, sales promotion, mass media and personal selling have positive influence on purchase decisions Aryani Art. Based on the results of testing goodness of the model, the regression model can be used to predict the purchasing decision. While the purchase decision can be explained by four independent variables namely advertising, sales promotion, personal selling, and publicity is 78.3%, while the rest is explained by other variables that are not
observed in this study.
Keywords : advertising, sales promotion, publicity, personal selling, purchasing
decisions.
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