Skripsi

Pengaruh bauran promosi terhadap keputusan pembelian konsumen pada produk kartu prabayar simpati (studi pada mahasiswa S-1 Jurusan Psikologi Fakultas Ilmu Pendidikan UM) / Harsinta Wiradini

Abstrak
ABSTRACT Wiradini Harsinta. 2009. The Effect of Promotional Mix toward Consumers Purchasing decision on Kartu Prabayar Simpati (A Study on Psychology Students of Educational Faculty State University of Malang. Thesis Management Departement Economy Faculty State University of Malang. Advisor (1) Drs. M. Arief M.Si (II) Rachmad Hidayat S.Pd. Keywords promotional mix consumers purchasing decision As the time of competition in business become tighter than before it results in the importance of selling strategy of the company. In marketing concept the company needs not only to produce qualified goods and service but also the advertise its product in order to make the customer attracted and finally buy it therefore Telkomsel with its product Kartu Prabayar Simpati do promotional mix which includes advertisement personal selling sales promotion public relations and direct selling. The population in this research are 164 S-1 Student of Psychology Education Faculty UM who are the customer of Kartu Prabayar Simpati . The questionaire are spread by using accidental sampling technique. The number of sample are 62 people this number are used through counting the sample by using Slovin Formula. This research used 2 variables. Which are X variable as the promotional mix this variable is independent which are consist of advertisement personal selling sales promotion public relations and direct selling. While variables Y is consumers purchasing decision this variables is dependent variables. The data gathered from respondents by using closed questionare. After using data analysis the results are (1) There are partially significant effect between advertisement and consumers purchasing decision of Kartu Prabayar Simpati (2) There are partially significant effect between sales promotion and consumers purchasing decision of Kartu Prabayar Simpati (3) There are partially significant effect between personal selling and consumers purchasing decision of Kartu Prabayar Simpati (4) There are not a significant effect between public relations and consumers purchasing decision of Kartu Prabayar Simpati (5) There are partially significant effect between direct selling and consumers purchasing decision of Kartu Prabayar Simpati (6) There are simultaneoeously significant effect between promotion mix and consumers purchasing decision of Kartu Prabayar Simpati (7) Sub Variables of Promotional Mix which has dominant effect in affecting consumers purchasing decisions on Kartu Prabayar Simpati is the Sales Promotions which has spread Beta Coefficients in this study is 0 341. Based on the result of this research it can be concluded that the effective Promotions Mix in marketing strategy can increase consumers purchasing decision. Based on the results the researcher suggest that (1) Advertisement should be done creatively so that it can attract the consumers (2) Sales Promotion should be increased so that the consumer will be loyal to use Kartu Prabayar Simpati (3) Personal Selling should be treated in special way so that it can manage the companys image (4) Public Relations should be more carefully managed so that the company gets the societys trust (5) Direct Selling should be carefully handled in order to avoid competition with the distributors.

Informasi Detail

DDC

Rs 658.8343 WIR p

Prodi

Universitas Negeri Malang. Program Studi Manajemen Pemasaran, 2009.

Deskripsi Fisik

ix, 142 lembar : il. : tab. ; 30 cm.

Bahasa

Indonesia

No Reg

02428/KI/09

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2009

Subjek

1. KONSUMEN - KEPUTUSAN MEMBELI
2. PROMOSI, BAURAN

Pembimbing

1. M. ARIEF ; 2. RACHMAD HIDAYAT

Lampiran Berkas