PENGARUH BAURAN PROMOSI (PROMOTION MIX) TERHADAP KEPUTUSAN PEMBELIAN PRODUK MODAL KERJA MIKRO LAJU (Studi Kasus PT. Bank CIMB Niaga Unit Banjaran)

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PENGARUH BAURAN PROMOSI (PROMOTION MIX) TERHADAP KEPUTUSAN PEMBELIAN PRODUK MODAL KERJA MIKRO LAJU (Studi Kasus PT. Bank CIMB Niaga Unit Banjaran)

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Title: PENGARUH BAURAN PROMOSI (PROMOTION MIX) TERHADAP KEPUTUSAN PEMBELIAN PRODUK MODAL KERJA MIKRO LAJU (Studi Kasus PT. Bank CIMB Niaga Unit Banjaran)
Author: FATHI, ACHMAD
Abstract: This study aims to determine of the influence of promotion mix to Product Purchasing Decisions. Grand theory used is the Promotion Mix of Kotler and Armstrong. The hypothesis of this study is the simultaneous influences of promotional mix, which consists of Advertising, Personal Selling, Sales Promotion, Direct Sales and Publicity of Purchase Decision Product PT. Bank CIMB Niaga Unit Banjaran. The study was conducted by using descriptive and verification method. This study examines the Influence of promotional mix, which consists of Advertising, Personal Selling, Sales Promotion, Direct Sales and Publicity of Purchase Decision Product PT. Bank CIMB Niaga Banjaran unit using regression techniques. Data were collected using a questionnaire with Likert scale. Processing data using regression analysis and descriptive data analysis using averaging techniques. Results showed partial variable Advertising, Personal Selling, Sales Promotion, Direct Sales and Publicity significantly influence the purchase decision of Working Capital Products PT. Bank CIMB Niaga Unit Banjaran. Simultaneously each sub promotion mix variables have a significant effect Product Purchasing Decisions. Partially degree of influence of each sub variables, namely: Advertising by 15.4%, amounting to 17.5% Personal Selling, Sales Promotion by 20.2%, direct sales by 13% and Publicity of 22.5%. The most dominant variable in product purchasing decisions, is Publicity.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/6701
Date: 2015


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  • Management [108]
    Koleksi Digital Tesis Program MM

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