PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA DI KOTA BANDA ACEH

Fadhilla Maulida

Abstract


 

The purpose of  this study was to determine the effect of the promotion mix of Toyota car purchasing decisions in the city of Banda Aceh. Study sample were as many as 98 other communities in the city of Banda Aceh, which was taken by Ramdom sampling. The data was collected by distributing questionnaires. Further data analysis using statistical tools that multiple linear regression.

The results showed that the advertising, sales promotion, personal selling and publicity positive influence on purchase decisions of Toyota cars in the city of Banda aceh.faktor the most dominant influence on purchasing decisions is a personal sales, sales promotion followed in second place.

Based on the results whereas the t test (partial) indicates that a partial test of the four independent variables are variables advertising, sales promotion, personal selling and publicity significantly influence the purchasing decisions of Toyota Cars in Banda Aceh.
            The conclusion that can be taken from this study is the variable advertising, sales promotion, publicity and personal pennjualan influence on purchasing decisions of Toyota cars in the city of Banda Aceh. The most significant variable is a private sale.

 

Keywords : promotion mix, purchasing decisions, advertising, sales promotions, personal selling and publicity


References


Arikunto, Suharsimi (2005) Manajemen Penelitian. Jakarta: PT Rineka Cipta

Belch George E, Belch Michael A., (2001), Advertising and Promotion, McGraw Hill Companies, New York.

Boyd H.W. Walker O.C., Larreche J.C. (2000). Manajemen Pemasaran, Penerbit Erlangga, Jakarta.

Cut Fani Trisna (2005), Pengaruh Promotion Mix Terhadap Keputusan Pembelian Sepeda Motor Yamaha di Kota Banda Aceh, Unsyiah, Skripsi Tidak Dipublikasikan.

Gurajati , Damodar, (2000). Ekonometrika Dasar. Cetakan ke Empat, Alih Bahasa: Drs. Ak Sumarno Zein, MBA, Erlangga, Jakarta.

Hughes Graham, Fill Chris, (2007), Marketing Communications, Butterworth Heinemann, USA.

Kotler P., Amstrong G., (2001), Prinsip-Prinsip Pemasaran, Edisi ke Delapan, Jilid 1, Penerbit Erlangga, Jakarta.

Kotler P., Keller Kevin L., (2006) Marketing Management, Prentise Hall, USA.

Kotler P., Susanto A.B., (2001). Manajemen Pemasaran di Indonesia, Buku 2, Penerbit Salemba Empat, Jakarta.

Malholtra, K. Nares (2004), Marketing Research, Fourth Edition, Prenticehall, Inc,

New Jersey

Peter J, Paul, Olson Jerry C, (2000), Consumer Behavior, Edisi 4, Jilid 1, Penerbit Erlangga, Jakarta.

Peter J, Paul, Olson Jerry C, (2000), Consumer Behavior, Edisi 4, Jilid 2, Penerbit Erlangga, Jakarta.

Singarinbun, Masri (2008) Metode Penelitian Survey, Cetakan kedua, Jakrta: LP3ES.

Suliyanto (2006) Metode Riset Bisnis. Yogyakarta: Penerbit Andi

Tjiptono Fandi, Chandra Yanto, Diana Anastasia, (2004), Marketing Scales, Edisi I, Penerbit Andi, Yogyakarta.

Wardana, Wisnu (2006) Jurnal Ekonomi dan Perbankan No.2 Tahun XII


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.