PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI BIMBEL ONLINE RUANGGURU PADA SISWA-SISWI SEKOLAH MENENGAH ATAS DI KOTA PALEMBANG

PUTRI, BELLA TANIA and Nofiawaty, Nofiawaty and Yunita, Dessy (2021) PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI BIMBEL ONLINE RUANGGURU PADA SISWA-SISWI SEKOLAH MENENGAH ATAS DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the influence of promotional mix consisting of advertising, sales promotion, public relations, and direct & digital marketing on the decisions to use Ruangguru app on senior high school students in Palembang. This research is included in the category of research on the explaination of the relationship between variables with a quantitative approaches. Sampling in this study used the Non-Probability Sampling technique with the Snowball Sampling method with data obtained as many as 100 respondents, where previously the validity tests, reliability tests, multiple linear regression analysis and the coefficients of determination were tested, then tested the significance through simultaneous tests, partial tests, and dominant tests by using SPSS 26 program statistics. The results of this study indicate that the variables of promotional mix has a simultaneously significant effect on the decision to use Ruangguru app by 69,7% and partiality the variables of sales promotion, public relations, and direct & digital marketing have a positive and significant effect on the decision to use Ruangguru app with public relations as variables that has a dominant influence on the decisions to use Ruangguru app.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Promotion Mix, Advertising, Sales Promotion, Public Relations, Direct and Digital Marketing, Keputusan Penggunaan
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD45-45.2 Technological innovations. Automation H Social Sciences > HE Transportation and Communications > HE1-9990 Transportation and communications
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Bella Tania Putri
Date Deposited:	23 Nov 2021 08:57
Last Modified:	23 Nov 2021 08:57
URI:	http://repository.unsri.ac.id/id/eprint/57869

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