Skripsi

Pengaruh bauran promosi terhadap keputusan pembelian pada toko star fashion Rejotangan Tulungagung / Agus Eko Supriono

Abstrak
One of the principal business of business in an effort to increase his efforts to face the increasingly competitive competition is to do promotions. Fashion is an important staple for the people where the fashion people can be aware of the existence of social status pleasure behavior character and still many others. With the concept of the promotion mix is expected to be customers interested in and then make a purchase decision. Therefore the research necessary to find out that the influence of the promotion mix of the purchase decision. This research was conducted at the store Star Fashion Rejotangan Tulungagung in September 2009. Subjects in this study is consumers who make purchases at the store Star Fashion. Samples taken as many as 286 kosumen or customers with Accidental shooting technique where respondents Sampling was by chance that researchers encounter when consumers make purchases in shops Star Fashion. This study aims to determine the effect of advertising (X 1) sales promotion (X 2) public relations (X 3) personal selling (X 4) direct marketing (X 5) of the partial purchase decision advertising (X 1 ) sales promotion (X 2) public relations (X 3) personal selling (X 4) direct marketing (X 5) for purchasing decisionssimultaneously. This study uses the technique of multiple linear regression analysis using SPSS14 0 for windows. The results of this study is known (1) there is significance influence of advertising on purchase decisions. (2) there is significance influence of sales promotions on purchase decisions. (3) there is significance influence of public relations for the purchase decision. (4) there is significance influence on decisionpersonal selling purchasing. (5) there is significance influence of direct marketing to purchasing decisions. (6) there is no significance influence of advertising sales promotion public relations personal selling direct marketing simultaneously on purchasing decisions. Based on the results of this study can be suggested that the Star Fashion store more creative and vigorous in the promotion mix to make consumers more interested in making a purchase at Star Fashion store.

Informasi Detail

DDC

Rs 658.8343 SUP p

Prodi

Universitas Negeri Malang. Jurusan Manajemen, 2010.

Deskripsi Fisik

ix, 157 + [2] lembar : il. , tab. ; 30 cm.

Bahasa

Indonesia

No Reg

01580/KI/10

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang, 2010

Subjek

1. KONSUMEN - KEPUTUSAN MEMBELI
2. PROMOSI, BAURAN

Pembimbing

1. SUWARNI ; 2. SYIHABUDHIN

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