PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI ALFAMART SIMPANG LAPAS PAKJO PALEMBANG

FITRIA, ANASTASIA LIZA and Nofiawaty, Nofiawaty and Nailis, Welly (2021) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI ALFAMART SIMPANG LAPAS PAKJO PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this study was to determine whether the promotion mix had an effect on purchasing decisions at Alfamart Simpang Lapas Pakjo and to find out which promotional mix had the most influence on purchasing decision at Alfamart Simpang Lapas Pakjo Palembang. This research is expected to be able to provide information for companies regarding the role of promotional mix variables in improving consumer purchasing decisions. This information can later be used by companies in planning future corporate strategies. The results of this study indicate that the promotion mix has a significant effect on purchasing decisions at Alfamart Simpang Lapas Pakjo Palembang. in addition, of the three promotional mix variabel, the sales promotion mix is the variable that has the dominant influence on purchasing decisions at Alfamart Simpang Lapas Pakjo Palembang. For future strategic planning of the company, Alfamart must maintain and even improve advertising promotion strategies, personal selling, and sales promotions, this is because these strategies can influence consumer purchasing decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Bauran promosi, periklanan, personal selling, promosi penjualan
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
H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph > HE7631.B757 Telecomunication-Technological innovations, Broadbans communication systems, Internet industry
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Anastasia Liza Fitria
Date Deposited: 24 Nov 2021 05:33
Last Modified: 24 Nov 2021 05:33
URI: http://repository.unsri.ac.id/id/eprint/57874

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