PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SONGKET BUTIK PESONA BARI DI KOTA PALEMBANG

RIFKY, ACHMAD ZEN and Maulana, Ahmad and Mavilinda, Febria Hera (2023) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SONGKET BUTIK PESONA BARI DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The element in the inlegrated marketing strategy is the promotion mix strutegy carried out by the company which is related to determining how the company presenis product offerings to certain market segments which are its target market. Seeing the promotion mix as a total marketing communication program for certuin producis, in addition to being used as a means of bringing customers from a level of relative unconsciousness to an active level of adopting a product or as a marketing effort whose function is to inform or persuade actual or potential consumers about the benefus of the product owned for the purpose stimulate the consumer to buy or start buying products. In this study, the object of research was examined at the Pesona Bari Songket Boutique Gallery in Palembang where as many as 100 respondents used the observation method or questionnaires to obtain research data from an indicator of 24 questions and an analysis technique using multiple linear regression. The resuits showed that the data were stated to be valid and reliable (p> 0.168) and free from classical assumptions. While the results of the regression estimation obtained the variable Advertising. Sales Promotion, Publicity, Personal Selling, Direct Marketing having a significant influence on purchasing decisions at a significance level of 5%. (p0.05). Keyword: Advertising, Sales promnotion, Pubiicity, Personal Seiling, Direct Marketing, buying decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Periklanan, Promosi Penjualan, Publisitas, Penjualan Pribadi, Pemasaran Langsung, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Achmad Zen Rifky
Date Deposited:	20 Sep 2023 04:27
Last Modified:	20 Sep 2023 04:27
URI:	http://repository.unsri.ac.id/id/eprint/128874

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